Key Factors and Behavior Model of Customer Decision-Making in the Cram School Education Industry：A case study in Yun-Lin District , Taiwan

• Main Authors: XIAO,XIU-ZHEN, 蕭秀珍
• Other Authors: LIU,JIN-WEI
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/36536064441475362125

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.