A Study on Parents’Satisfaction of Service Quality in Keelung City Elementary Cram Schools

• Main Authors: Wan-jen Chen, 陳宛妊
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/84523240182703219236

碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 101 === Cram Schools are an integral part of the educational services industry typically represented in the current education system. One of the keys to the success of a cram school is through high-quality services that will enhance customer satisfaction. Cram schools must try to reach the expectations and needs of parents and parents' satisfaction, and these are also indispensable indicators for the cram school operators to assess schools’ operating effectiveness. This study aimed to investigate the satisfaction of parents, among various different parent demographics, and to explore their level of satisfaction after they have chosen a cram school. Through questionnaire data analysis, this study set out to understand the different class, age, and salary environments of parents and how they determined the level of service quality and requirements they demanded at their child’s cram school and what their satisfaction levels were at the cram school their child was currently attending. This study also explored the impact of the various kinds of factors as to why parents chose the cram school their child was currently attending. Then, understand factors about how the parents assessed their choice of cram school service quality. This study hopes to propose a specific quality of service to meet all kinds of parental satisfaction, thereby improving the various service forms of cram schools. The results showed that if parents think that cram schools provide higher quality of service, the customer satisfaction is also higher, thus also enhance the solidarity to cram schools. Consequently, cram schools must establish good relationships with parents and communicate concepts with parents more often. Then cram schools can have continuous innovation and provide more and better services to enhance parents' satisfaction in such a multi-competitive environment.