| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 99 === The thesis is aimed to explore the purchasing motives and evaluating criteria of cram school’s
customers in Yun-Lin area, Taiwan. Some important results, processed by experts’ interviewing,
questionnaires surveying and statistical analysis, are given for references to existed managers and
new entries of cram-school industry to planning business and marketing strategies.
1. According to the results of purchasing motives analysis, the factors on developing children’s
confidence, multi-interests and learning competition are more critical than factors on affected by
teachers, national policies and social trends. Meanwhile, results of evaluating criteria analysis
reveal the legality of cram schools, safeties of operational environment and the specialties (or
experience) of teachers are more deterministic than factors about brand, tuition discount and
teacher’s recommendations. We also find the different families with different purchasing
motives and evaluating criteria. Based on above analytical results, we propose that the managers
of cram schools should more consider the qualities and content of service provided. Moreover,
too many emphases on advertisement and pricing strategies will probably not be accepted by
customers in the long run.
2. In view of above opinions, some strategic suggestions for references to managers are proposed
as followed : (1) Except continuing to improve qualities on service, the ethical courses could be
developed and offered to assist children to cultivate minds of family ethics, due to the
family-oriented development of functions provided by cram-schools. (2) Establishing the
well-done training institution of teachers engages suitable persons to join cram-school industry.
(3) Building a good tracing system of customers’ service qualities increases customer’s
satisfaction. (4) Planning a good learning environment and innovating teaching equipments are
good ways to sustain competition from other competitors.
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