| Summary: | 碩士 === 國立高雄應用科技大學 === 商務經營研究所 === 97 === The research is conducted to understand parents’ requested service quality for the cram school industry, so as to improve customer satisfaction and provide the cram school practitioners with insights when establishing service strategies. The measures for service quality are the five major compositions, namely tangibility, reliability, responsiveness, assurance and empathy and the results prove that service quality is the foundation leading to customer satisfaction and willingness to repurchase a program.
First, all the marketing strategies and mixes that a cram school develops must base on superior service quality to meet parents’ (customers’) expectation and recognition. According to the result of one-way ANOVA that was used to analyze the variations between the demographics and the perception of the importance of cram schools’ service quality, those at older ages with higher education, married females whose occupations are in the public service sector with above average income have responded with ratings on higher importance in the particular aspects related to service quality of cram schools.
Next, the research reveals that service quality is tightly bound to customers’ satisfaction and willingness to repurchase. Based on the result of one-way ANOVA analyses done for the variations between demographics and satisfaction with the service quality of cram schools, it is shown that those at older ages with higher education, males whose occupations are in the public service sector with higher income are more satisfied with the particular aspects related to service quality of cram schools.
Finally, the perception of general satisfaction with cram schools is obviously higher according to the responses from males whose occupations are in the public service sector. In contrast with parents possessing a college degree, parents possessing a second (graduate) degree and parents possessing a high school diploma are less likely to choose other cram schools for their promotional gimmicks or any other reasons but stick to the same cram school for its good service quality perceived. Males with occupations in the service industry show an obvious impact on the perception of a cram school’s repurchasing program.
Hence, cram schools are recommended to refer to the PZB service quality pattern. Through the five compositions of service quality in this study, cram schools are suggested to find the forthcomings of the current service quality, minimize the differences between the service quality and customers’ expectation, enhance service quality and customer satisfaction, so as to generate superb return on investment and gain a good market share in the extremely competitive market.
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