兒童美語補習班企業形象、服務品質、行銷策略與顧客滿意度之研究
--以長頸鹿美語中區分校為例

宋玉如

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兒童美語補習班企業形象、服務品質、行銷策略與顧客滿意度之研究 --以長頸鹿美語中區分校為例

The study of Children English cram school on corporate image, service quality, marketing strategy and customer satisfaction -An example of Center District Campus of Giraffe American English

宋玉如 , Masters　　Advisor：謝俊宏　　

繁體中文

補教業；服務品質；品牌形象；行銷策略；顧客滿意度； Cram schools ； service quality ； brand image ； marketing strategy ； customer satisfaction

Abstract │ Reference (106) │ Times Cited (1) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

In this highly competitive and changing environment, the success of the brand image is able to become the competitive weapon as well as bring the competitive advantage for enterprises.Only to establish a good corporate brand image, to innovate services and improve the quality of teaching, to develop a variety of marketing strategies and tactics, to improve customer satisfaction, to maintain good relationships with parents and to strengthen good corporate image, can cram schools achieve a dominant position in a highly competitive environment. Therefore, this study is aimed to discuss Taiwan Children English cram schools on corporate image, service quality,marketing activities strategy and customer satisfaction, and the slightly influence between those factors.
This study was conducted with the questionnaire survey, and 800 questionnaires were sent to existing customers from Center District Campus of Giraffe Children American English Cram School. 628 questionnaires were collected, and 15 invalid questionnaires were deducted, so the total valid questionnaires were 613. Weutilize SPSS 20 and AMOS statistical software version 18 to conduct data analysis verification by the following statistical methods:the descriptive statistical analyzing, factor analyzing, validity and reliability and structural equation modeling.The results and findings of this study were as following:
1.Service quality has a significant positive effect on corporate image.
2.Service quality has a significant positive effect on marketing strategy.
3.Service quality has a significant positive effect on customer satisfaction.
4.Corporate image has a significant positive effect on customer satisfaction.
5.Marketing strategy have a significant positive impact on customer satisfaction.
The results of this study are expected to provide the references about the relevant decisions of the business strategy to Taiwan Children English cram schools, while to conclude managerial implications and to provide the specific recommendations based on the above study.
Keywords: Cram schools, service quality, brand image,marketing strategy and  customer satisfaction

Reference ( 106 ) 〈TOP〉

4吳永琪(2008) 「台中市文理補習班品牌經營與品牌權益之研究，中台科技大學企業管理系研究所」，未出版碩士論文。
連結：
9林水順、莊英慎（2000）「技職學院行銷作為與特性認知分析－以國立勤益技術學院會為例」，中華管理學報 1（1），頁 33-53。
連結：
11林俊良（2004）「消費者對台灣大哥大企業形象的認知-以台中地區為例」，未出版碩士論文，彰化大葉大學企業管理系研究所。
連結：
20施豐坤(2012) 「服務品質與顧客滿意之研究-以補習班為例」，逢甲大學國際經營管理系碩士在職專班論文。
連結：
38曾柔鶯、許維哲(2009) 「消費者對於品牌計程車忠誠度之實證研究」，顧客滿意學刊，5﹝1﹞，33-64
連結：

Times Cited (1) 〈TOP〉

劉祖成(2016)。誰能勝出?補習班動態能耐對服務創新與經營績效影響之研究。淡江大學企業管理學系碩士在職專班學位論文。2016。1-148。

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