Using PZB and Kano Model to Study Service Quality of Small-size English Cram School

• Main Authors: Yu-Ching Tseng, 曾毓晴
• Other Authors: His-Peng Lu
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/16135577598500561197

碩士 === 國立臺灣科技大學 === 管理學院MBA === 102 === English has become an international language and been integrated into people’s lives as a means of communication. There is no doubt that English is the most spoken language all over the world. Taking a small-size English cram school in Taipei City as an example, the researcher tries to investigate the demand of students from aged 7~18 years old. What are the major elements students concern before coming to cram school? What elements that students care after service is rendered? Parents have the biggest role as promoter, influencer, determiner and purchaser. Children are the users, but parents are the decision makers. Their relationship is too complicate to tell them apart. What are the attributes that parents care the most? The study applies five dimensions of PZB service quality model (SERVQUAL Scale) including tangibles, reliability, responsiveness, assurance and empathy as a survey basis to develop nineteen items, trying to find out students expectations and perceptions through qualitative method. By adopting Kano model to design questionnaires with question pairs (positive and negative) to survey parents. Each service quality attributes is then analyzed and classified into one of the five quality attributes from parents’ perspective. There are four must be quality items, two one-dimensional quality items, four reverse quality items, five indifferent items, and four ineffective items. Besides, further integration to explore each service quality to enhancing satisfaction and elimination of dissatisfaction influence degree.