家長和學生對補習班服務品質與忠誠度之研究 —以台中某補習班為例

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題名:	家長和學生對補習班服務品質與忠誠度之研究 —以台中某補習班為例 Service Quality and Loyalty of Parents and Students to Cram Schools in Taichung
作者:	婁華威 LOU, HUA-WEI
貢獻者:	經營管理學系
關鍵詞:	忠誠度;服務品質;企業管理;補習班 Service Quality;Business Management;Cram Schools;Loyalty
日期:	2022-07-13
上傳時間:	2022-10-28 08:14:57 (UTC+0)
出版者:	亞洲大學
摘要:	在現今社會生育率低的情形下家長對學生的學習栽培就日益重要且認真看待、導致在選擇補習時除了家長對該補習班之認同外學生的感受也會影響家長的抉擇。如何得知家長和學生選擇的依據由以下四個構面來探討：期望的服務、認知的服務品質、滿意度、忠誠度。本研究主要探討國高中生家長和學生對於補教業認知的服務品質和期望的服務品質與忠誠度之間的相互關係與其影響。其中會探討不同人口變項的家長和學生選擇補習班之期望的服務、認知的服務品質、滿意度、忠誠度，藉此探討家長在選擇補習班時是否會因學生的意願產生調節作用、影響顧客對補習班的忠誠度。研究發現家長在幫學生選擇補習班時會參考學生的觀感及意見來作選擇、而非一意孤行不顧學生的觀感及認知來作決定，因此驗證家長和學生會相互影響彼此之間的服務品質、進而反應在忠誠度上。代表補習班在經營時不能單方面只顧及家長的觀感及建議、而是需同時兼顧學生的上課體驗與感受，這樣才能提升補習班自身的服務品質且讓家長和學生對補習班的忠誠度不降反升。 Today with a low fertility rate, parents’ efforts put into students’ learning is taken more and more seriously. When choosing a cram school, in addition to the parents’ identification with the cram school, the students’ feelings may also have effects to the parents’ choice. The choices of parents and students on selecting their preferred cram schools can be explored from the following four dimensions: expected service, perceived service quality, satisfaction, and loyalty. This study mainly explores the relationship between the parents and senior high school students’ perceived service quality, expected service quality and loyalty to supplementary education. The relationship between the factors of expected service, perceived service quality, satisfaction, and loyalty to the parents’ and students’ demographic variables is discussed as well as exploring whether there is a moderating effect on parents’ choices of cram schools to students’ feelings. The findings have shown that parents will refer to students’ perceptions and opinions to make choices when choosing cram schools, rather than making decisions regardless of students’ feelings. Therefore, it is verified that parents and students will influence each other’s choices of cram schools due to its service quality and loyalty. It means that the cram school cannot only take into account the perceptions and suggestions of parents, but also at the same time consider the students’ feelings and their experience in class learning. Then, the cram schools’ service quality can be improved and the parents’ and students’ loyalty to the cram school can be also increased.
顯示於類別:	[經營管理學系 ] 博碩士論文

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