A Study of the Relationships among Service Quality, Competitive Advantages and Customer Satisfaction in a Preschool

• Main Authors: Yi-Lun Chuang, 莊易倫
• Other Authors: Prof. Hua-Cing Cheng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/77087883068992978641

碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 97 === This study is about the relationships among service quality, competitive advantages and customer satisfaction, but mainly investigates how preschool students’ parents of one certain preschool are satisfied with the services offered by preschool staff. Based on the service quality model proposed by Parasuraman, Zeithaml, and Berry(1988) , competitive advantage theory suggested by Hill, and Jones(2007), and customer satisfaction model posted by Fornell(1992), this study proposed a conceptual framework to investigate the relationships among service quality, competitive advantages and customer satisfaction.. The subjects of the study target at the students’ parents of one certain preschool. The data was collected through questionnaires. Total 130 questionnaires were sent out, 126 of them were collected, and only 122 were useable. The data surveyed from questionnaires was further analyzed by using SPSS14.0 statistic software package to test the hypothesis of this study. The statistic procedures employed by this study include descriptive statistic analyses, reliability and validity analyses, correlation analyses and regression analyses. The results show that service quality has a significant and positive influence on customer satisfaction, and competitive advantages also have the same influence on customer satisfaction. Further, service quality was found to be positively correlated with competitive advantages. The results also reveal that there is a distinguished and positive correlation between customer satisfaction and visibility, assurance, effectiveness or tuition; but there is no distinguished correlation between customer satisfaction and empathy, responsiveness, reliability or innovation. The reason may be that the factors mentioned above are classified as hygiene factors, not motivating factors according to Herzberg's two-factor theory.