| Summary: | 碩士 === 中國文化大學 === 生活應用科學研究所 === 97 === Abstract
This study aim was effect of service quality and marketing mix for the child talent and class on the parental decision. Take the purposive sampling in Taipei area parents. Total of 550 questionnaires. 500 valid questionnaires were collected to yield a 90.9% of valid retrieval rate. The SPSS12.0 software to conduct computer input to analyzed the frequency distribution, percentage, mean, standard deviation, One-way ANOVA analysis, Scheffe’s Post-Hoc comparison, Pearson product -moment correlation and Stepwise Multiple Regression analysis. Made the in depth interview method with three parents and entrepreneurs. So as to the confirmation research supposition obtains following results:
First. Situation of parents’ backgrounds:
1.Age: most target enroll in 35~44 years old.
2.Relates with the child: most target enroll in mother.
3.Occupation: most target enroll in Business.
4.Education: most target enroll in college.
5.Family working condition: most target enroll in Double pay parents.
6.Monthly household income: most target enroll in $70000 up.
7. Number of children: most target enroll in 2.
Second. Differences of parents with different background on service quality:
Service quality’s value in “age”, “education”, “occupation”, “family working condition”, “monthly household income” , because of the parents’ different background have the remarkable difference.
Third. Differences of parents with different background on marketing mix:
Marketing mix’s satisfaction in “education”, “occupation”, “family working condition”, “monthly household income” because of the parents’ different background have the remarkable difference.
Forth. Correlation between Service quality & Marketing mix on the child talent and class:
Importance of service quality and satisfaction of marketing mix are significantly value and noted, it is believed that the importance of service quality and satisfaction of marketing mix mutually influence.
Fifth. The service quality and the marketing mix to strength of prediction for the child talent and class on the parental decision behavior:
1. Service quality –after participating in the talent and class, child various aspects display have the obvious difference. Has remarkable influence, on the parental decision behavior has the remarkable strength of prediction.
2. Marketing mix –product, process, physical evidence. Has remarkable influence, on the parental decision behavior has the remarkable strength of prediction.
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