| Summary: | 碩士 === 國立屏東大學 === 教育行政研究所 === 104 === The purpose of this study is to explore the parents' satisfaction and loyalty towards the Kindergarten Service Providers in Kaohsiung City, investigating how the family background would affect the satisfaction and loyalty of parents.
The research is done by conducting a survey.The parents of Kindergarten students in Kaohsiung City are the subject matter of this survey. A questionnaire which consists of three parts is designed to be an investigation tool. The first part is a quantitative measure of the service satisfaction. The second part is a quantitative measure of the loyalty of parents. Whereas, the third part is the parents background information. In total, 500 questionnaires are distributed with 318 responded. The collected information is analysed through statistical methods including t-test, one-way ANOVA, Pearson's correlation, etc.
The results of the investigation are as follows:
1.Kaohsiung parents haves a high level of satisfaction towards the service quality of Kindergarten Service. Their satisfaction level is exceptionally high in the sense of security and care. Yet, the level of satisfaction towards the materialistic aspect is relatively low.
2.Kaohsiung parents have a high level of loyalty towards the Kindergarten Service. They show willingness to repurchase. However, they are less willing to recommend the service to others.
3. The satisfaction levels towards Kindergarten Service are different significantly due to the parents’ backgrounds. Moreover, compared with fathers, mothers are more satisfied in the aspects of materiality, reliability, responsiveness, security and care.
4.People with different social status and occupations show differences in the overall loyalty. Mothers are more willing to repurchase and recommend the service to others compared to fathers. The parents in the age group 31-40 are more willing to repurchase and show higher level of loyalty comparing to parents in the age group 51. Parents who are housewife are more willing to repurchase and show higher level of loyalty compared to the professionals.
5.Kaohsiung parents show positive correlation towards the aspects of materiality, reliability, responsiveness, security, care, overall service quality and overall parent's loyalty.
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