| Summary: | 碩士 === 健行科技大學 === 國際企業經營系碩士在職專班 === 105 === The study aims to discuss factors affecting parents’ choice of after-school institutes. Past studies mainly focused on the facilities and teaching quality of after-school institutes, yet less dealt with aspects from parental socioeconomic background, family structure, convenience, service quality and reputation of after-school institutes. Therefore, this study conducts a questionnaire to elementary school parents in Northern Taiwan and has verified the following factors that have an influence on parents’ choice of after-school institutes. First, on the aspect of parental socioeconomic background, parents’ jobs will affect their choice. Second, on family structure, dual- or single-earner family, and mother’s working time also affect the decision making. Third, on service quality, if an after-school institutes is convenient, cooperates to parents’ working time and takes a good care of children’s schoolwork, it will play a major part in parents’ decision. Last but not least, on the reputation of after-school institutes, any negative news from media will affect parents’ final decision.
Eventually, this study provides practical management meanings and suggests more aspects for further studies.
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