The Influence of Brand Awareness and Image on Parents’ Customer Satisfaction and Brand Loyalty of Senior High School Students – A case of Cram School in Kaohsiung

• Main Authors: Chen Yu Chen, 陳毓蓁
• Other Authors: David D. C. Tarn
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/38246524978665643126

碩士 === 國立高雄師範大學 === 事業經營系 === 102 === Abstract Attention and service quality requirements of today's parent education options hypertonic, causing parents of children taught by the environment more than ever now. Due to the impact of low birth rate makes the operation of senior high school cram school more difficult in the face of the elimination mechanism of market supply and demand and large institutions to the type of franchising the harsh test of reality. However, there are some senior high cram schools depend on the brand recognition to attract industry alliance in order to expand career board map, and to attract consumers' attention in a market-segmentation approach. Competition and cooperation in the face of many brands, how to highlight the unique brand of professionalism, so that consumers will not be confused for each brand is an extremely important issue for the cram school management, brand to develop the original both advantages , and then to strengthen the institutional brand awareness, brand image, to arouse the consumer's perceived value to attract and win the favor of the parents the ambitious goal of cram school management is also a key to gain competitive advantage. The purpose of this study was to investigate the cram school for senior high school student's brand awareness, brand image, purchase decisions for parents, in order to understand the brand awareness, brand image, customer satisfaction and behavioral intentions of causality. The theory uses questionnaire survey, a purposive sampling to obtain the study sample survey of senior high school students measured in the Kaohsiung area. Analysis via SPSS 17.0 statistical software package: brand awareness has a significant positive impact on brand image, brand image, has a significant positive impact on customer satisfaction. When parents satisfied with the service quality of the cram will develop brand loyalty, and promote the subsequent repurchase intention and recommend friends and relatives word of mouth publicity, and behavioral intentions.