| Summary: | 碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 104 === Within this rapidly decreasing birth rate and enormously increasing language schools, social structure is changing as well. Customers tend to make more diversified and more careful selection consider choosing language schools. The quality of service and the recognition of perceived value will highly affect customer satisfaction and their behavior intention.
In my research, it consisted of an empirical analysis of the relationship between the service quality, perceived value, satisfaction and the behavior intention in the language school “K.” By collecting 111 valid questionnaires out of 141, three types of methods are included in my empirical analysis. First, employed the independent sample T-test to examine the level of affection between the service quality, perceived value, satisfaction and the behavior intention with different gender. Second, employed the ANOVA to examine the level of affection between the service quality, perceived value, satisfaction and the behavior intention with different ages, educational background, occupation, family income and the number of children in a family. Third, employed the Regression Analysis to examine the relationship between the service quality, perceived value, satisfaction and the behavior intention.
The results uncovered,
1. The affection is Tangible to the service of quality if the educational background is different. However, the other variables including gender, age, occupation, family income, number of children showed no differences to the service quality, perceived value, satisfaction and behavior intention.
2. The reliability of service quality affects remarkably to the perceived value including the social value, functional value and satisfaction.
3. Empathy in quality of service remarkably affects perceived value, furthermore empathy affects behavior intention and customer satisfaction greatly.
4. Emotional value, social value, economic value in perceived value also affect customer satisfaction significantly.
5. Social value and economic value in perceived value affect customer behavior intention, directly determined customer royalty.
6. Moreover, customer royalty and want to pat more are also affected greatly by customer behavior intention.
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