| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 103 === With the low birth rate and multi-admission of schools, the phenomenon of most children’s after-school arrangements for cram school, auxiliary class, talent class are growing generally recently. The mission of cram schools were not just to teach students, but also to serve the parents. The conditions parents choose for their children’s cram schools are more strict.
In this study, the concept of service quality and enterprise image, combined with customer satisfaction and loyalty explored the relationship between enterprise image, customer satisfaction and loyalty between the various dimensions.
This study used a questionnaire survey method, from October to November in 2014. The parents of Changhua County students participating in cram school for the object, total of 500 questionnaires were issued, the effective samples are 412 questionnaires, the effective response rate was 82.4%. Statistical Methods uses SPSS21.0 and AMOS22.0 conduct data analysis software package for analysis and tools. Understanding the distribution of various demographic variables circumstances the parents of students in cram school through descriptive statistics. Using t test and ANOVA analysis to explore are there significant differences between service quality, enterprise image, customer satisfaction and customer loyalty under the condition of the different demographic variables using independent samples, and then explore the relationship between service quality, enterprise image, customer satisfaction and loyalty between the various facets and validation of the analysis by structural equation model research hypothesis. Results of research showed significances were found between Service quality and Customer satisfaction. The same results were also found among CIS, customer’s satisfaction and customer’s loyalty. It is indicated that part of the establishment of this hypothesis, and based on research results make practical recommendations to the education sector.
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