| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 99 === In recent years, there has been a sea change in the demographic structure of Taiwan, and with the diminishing birthrate, the advent of the age of raising fewer children, the increased number of career women, the change in familial structure and the scrambling for attending prestigious schools, the curricular arrangement in school is failing to meet parents’ requirements, and school children’s after-school care is posing an urgent problem waiting to be dealt with in no time. More and more cram schools and daycare centers are being established, and they enjoy great success and popularity because of the high demand in the market.
The objective of this study is to explore the difference between the expectation of and the degree of perceptive satisfaction with cram schools’ service quality among those parents whose children attend an elementary school in the Luzhu District and go to a cram school at the same time, as well as to figure out whether parents’ expectation and degree of perceptive satisfaction show discrepancies when their’ “demographic variables” differ from one another. This study uses the service quality concepts presented by the three scholars Parasuraman, Zeithaml and Berry (1985) as the primary theoretical framework, adopts the SERVQUAL scale as the foundation for research and analysis of service quality, creates a questionnaire by referencing the service characteristics of the cram schools in the Luzhu District, and conducts a judgmental sampling survey on the parents whose children attend an elementary school in the Luzhu District of Kaohsiung City and go to a cram school after school at the same time. A total of 370 copies of the questionnaire were distributed and the number of returned effective samples was 331.
The research findings are as follows:
1. In the aspect of expected service, the parents with different educational backgrounds show obvious disparities in the aspect of reactivity, and the reactivity of the parents graduated from junior college is higher than that of the parents graduated from junior high school. Moreover, when the categories of cram schools are different, the parents show disparities in the aspect of empathy; the expectation of daycare centers is greater than the expectation of cram schools teaching language and science.
2. In the aspect of the degree of perception satisfaction, the parents raising different numbers of children show obvious disparities in the aspect of surety, with those raising only one child being most unsatisfied. When the categories of cram schools are different, the parents show obvious disparities in the two dimensions of tangibility and empathy, and the degree of perceptive satisfaction with daycare centers exceeds that of cram schools teaching language and science.
3. In the five dimensions of tangibility, reliability, surety, reactivity and empathy, the parents show obvious disparities between their degree of expectation and their degree of actual perceptive satisfaction.
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