To Investigate The Effects of The Corporate Image, Brand Image and Store Impression of After-School Classes For Elementary School Pupils on the Willingness

• Main Authors: Liao, Chien-Hui, 廖千慧
• Other Authors: Lee, Wei-Chun
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/55295952341141911437

碩士 === 龍華科技大學 === 企業管理系碩士班 === 104 === Low birth rate has brought crisis but also opportunities to the education industry. Various marketing tactics can be used to promote the operation and development of cram schools. As parents are now attaching much importance to their children’s education, and as after-school classes are the tutorial institutes to which many parents send their children after school, the purposes of this study were to investigate the effects of the corporate image, brand image and store impression of after-school classes for elementary school pupils on the willingness of parents to enroll their children in such classes, and to understand the factors affecting parents’ decision in choose an after-school class for their children. A questionnaire was conducted on parents. Of the total 300 questionnaires issued to parents, 276 were returned. The response rate was 92%. Through statistical analysis, the following conclusions were obtained. All three, corporate image, brand image, and store impression have significant positive effect on parents’ willingness to enroll their children. And shop impression has a mediation effect on parents’ willingness to enroll vs-a-vis corporate image and brand image. If cram industry represents the corporate image , brand image, improve store image , the parents ' choice for this cram school is relatively improved, but complement teach industry market business opportunities , cram industry can achieve sustainable development.