| Summary: | 碩士 === 國立高雄師範大學 === 事業經營學系 === 105 === Abstract
In recent years, the researchers are facing the pressing issue of a declined birthrate, a source reduction of students, and a rapid new growth of cram schools. In this competitive environment, the executive of the cram school must figure out better ways and bring forth new ideas to manage with an aim to become a perpetual going-concern Children English cram school and recruit successfully. The purpose of the study is to investigate the relations of the Brand Association , Service Involvement and Customer Perceived Value and Customers Satisfaction Degree of Children's English Language Institute.
In the study, a questionnaire survey method is used, and parents from 5 the largest-scale Joy English schools in Southern Taiwan as regional representation are surveyed. The 300 questionnaires were issued and 281effective valid samples were collected . Data analyses include descriptive statistics, factor analysis, reliability analysis and multiple regression analysis. The research shows that brand association , service involvement and costume perceive value and costumers satisfaction degree are positively influential.
Keywords: Brand Association, Service Involvement, Customer Perceived Value,
Customers Satisfaction Degree
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