家長選擇兒童美語補習班關鍵影響因素之探討—以高雄市旗山區為例

臺灣的兒童美語補習班的市場競爭激烈，家長對於孩子的英語能力愈來愈重視，少子化也造就了兒童美語補習班的招生人數逐漸變少。而補習班教育其實在台灣已是歷始悠久的教育活動，但在教育環境不斷改變及變遷之下，近年來的補習教育愈是日益普遍，而其補習教育類別也愈來愈多元化。本研究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，父母親都希望給子女受最好的教育，學習各種才藝活動，因此，想瞭解家長幫孩子選擇美語補習班時的想法及認知，以及瞭解家長幫孩子選擇美語補習班時所考量之關鍵影響因素。雖然美語補習班四處林立，但在這良莠不齊現象中，服務品質的優劣、企業形像的好壞、價格的競爭的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美語補習班的關鍵影響因素之一。而有鑒於近年來家長重視兒童自主性的程度有提高的趨勢，當家長在選擇美語補習班時，家長會尊重孩子的決定，給予孩子自主性。因此，似乎兒童的自主性也會影響家長選擇美語補習班的因素。因此，本研究以高雄市旗山地區之美語補習班之家長為訪談對象，以五構面：服務品質、企業形象、價格認知、教學品質及兒童自主性為基準，探討何者為影響家長選擇美語補習班關鑑影響因素。茲將研究的結果提供給兒童補習班服務市場的經營者建議，以達兒童補教業服務市場涇營的目標。

關鍵字

補習班；教學品質；服務品質；企業形象；價格認知；兒童自主性

並列摘要

There is a fierce competition in Taiwan's private English tutoring market. Although parents in Taiwan attach great importance to their children's English education, the declining birthrate has led to lower enrollment for many private tutoring institutes. Studies show that remedial education in Taiwan has long history. But the educational environment is constantly changing, and remedial education has become increasingly common in recent years. As the customer’s expectations increase, every parent hopes to give their children the best education and opportunity to learn a variety of talents. In order to do so, we should understand the concerns of parents when choosing a cram school. So, many cram schools have opened everywhere in recent years, but the quality of the programs are not all the same, service quality, enterprise image, value, instructional quality will be the key factors that the parents look at when choosing a cram school. In addition, more and more parents attach importance to children's autonomy, so the parents will respect the children's opinions of the schools. Therefore, it might affect the parents’ decision when choosing a cram school. In this study, we interviewed the parents of English supplementary school in Qishan, Kaohsiung to find out what they value most; service quality, enterprise image, value, instructional quality or children's autonomy. The result will provide information to the owners of cram schools for children to help them service their customers better.