An important factor for parents to choose a cram school.

• Main Authors: Tzu-Fang Chao, 趙慈芳
• Other Authors: I-Chao Lee
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9us2qw

碩士 === 高苑科技大學 === 經營管理研究所 === 106 === Abstract Because of the change of the family structure and the lifestyle, elementary school students go to childcare classes or cram schools after school rather than directly go back home. So the purpose of this thesis is to research what are the important factors when parents choose childcare classes for their children. And the result of this study can provide the reference for the parents who want to choose childcare classes or the managers who want to enroll more students and how they run their schools. This study is based on consumer behavior, marketing management and questionnaire. And use the way of AHP. The six perspectives are the teachers, classes, service, price, environment, and brands, extending to 22 kinds of evaluation indicators to make “the questionnaire of what are the important factors when parents choose childcare classes.” The sampling had been conducted by parents and teachers from childcare classes. At last, use AHP to filter out the questionnaire that didn’t achieve consistency and got the equalizing results. According to the conclusion of the study, the most important factor of how parents choose an after class is the quality of the teachers. And they care about “teachers can teach in patient and kind”, “the experience of teaching”, and “teachers should have professional skills.” This study suggests parents should consider not only price, environment and other factors, but also need to communicate with teachers to know each other more. For the managers of the after classes, it suggests that they should provide talented and patient teachers for the parents’ first choice. Keywords: Cram schools、Important Factor、Consumer behavior、Business Concept.