影響家長選擇美語補習班決策因素之研究-以桃園區為例

研究目的在於探討現今社會環境改變，在少子化的社會中，孩子都是爸媽心中的寶貝，每位爸媽都希望自己的孩子可以接受最好的教育並且高人一等。因此使得許多家長不再以學校升學補習活動為前提，取而代之的是以全方位的技藝能力培養為主。因此，國內補教業也在種種外在社會教育環境的改變下，從過去以升學主義掛帥的補習教育，進入到以通才教育為主。而補習教育其實在臺灣已是歷史悠久的教育活動，但在教育環境不斷改變及變遷下，近年來的補習教育愈是日益普遍，而其補習教育類別種類也愈來愈多元化。因此本研究有鑑於現今消費者意識抬頭，每個孩子皆是父母心裡的一塊寶，縱使縮衣節食，父母親也希望給子女受最好的教育、學習各種才藝活動，欲探討其選擇美語補習班之決策。雖然才藝補習班在近幾年四處林立、補習班設立數提高，但在這良莠不齊的現象當中，服務品質的優劣、企業形象好壞、價格的競爭條件及教師教學品質的優劣與否等，都已成為影響家長選擇才藝補習班決策因素的關鍵之一。因此，本研究以桃園區之美語補習班之家長為分析調查對象，並以不同家長背景與補習班背景做為變項，且以四構面：服務品質、企業形象、教學品質及價格認知做為基準，探討何者為影響家長選擇美語補習班決策因素之重要關鏈。

關鍵字

補習班；英文補習班；服務品質；企業形象；教學品質；價格認知

並列摘要

The purpose of this study is in the “Birth Rate Declination” is arrival that will change the current social environment. Every parent wants their children can have the best education and can be superior. So many parents are not only focusing on the entrance examination which children have to study in the cram schools. The omnidirectional technological skills have replaced the cram schools. Every child is parents’ baby, they hope to give their children the best education and can learning activities in a variety of talents. So, many cram schools can be seen everywhere in recent years. It’s important to choose an excellent cram school of more and more types of them. As the customers’ ideology is developed, service quality, enterprise image, instructional quality, and the sense of price will be the key elements of parents to choose the cram schools. In Taiwan, the study found that remedial education is a long history, but educational environment is constantly changing, and remedial education has become increasingly common in recent years. In this study, the parents of English supplementary school in Taoyuan County for the analysis object. And service quality, enterprise image, instructional quality, and the sense of price as a benchmark, the parents of English supplementary school to choose the important it related chain.