| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 104 === The service industry is one of the leading industries in 21st century. Enterprises pursue the sustainable management in order to provide the best quality of service and forcus on the customers’ a variety of requirements and that increase the customer satisfaction for the sake of increasing customer loyalty and create a great benefit in sustainable management.The research aimed to investigate into one of the cram school in Changhua to make a study of the service quailty, customer satisfaction and customer loyalty about parents and the cram school’s relationship. By means of questionnaire survey and analyze parents’ requirement to understand parents’ thinking about service quailty, customer satisfaction and customer loyalty of cram school to give some advices for managers and regard as the standard.
We sent out 277 questionnaire to parents. The returned questionnaire were 249 and the recovery rate was 89.89%. The valid questionnaires were 231 and the effective rate was 92.77%. We made use of Descriptive Statistics, Reliability, T-test, Analysis of variance(ANOVA) , Analysis of Correlation, Regression Analysis. The result was found that the different background of the parents at the language school in service quailty, customer satisfaction and the customer loyalty to get supports from questionnaires. The service quailty was related positively to the customer loyalty and the customer satisfaction. The customer loyalty and the customer satisfaction were positive correlation.The service quailty had significant positive effect on the customer loyalty and the customer satisfaction positively. The customer satisfaction had mediation effect in main relationship.
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