| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 95 === School-age child care class or school-age cram school is a unique character of culture in Taiwan. Child education is a market with sixty billion dollars per year. This is also the reason why the child education is always in the top ten of the chain-store. From the business management point of view, for such a large market, to study the quality of the service and to understand the important factor for its customer satisfaction is a topic deserves to study. This thesis decides to study the quality of service and the customer satisfaction of the school-age child care class. The samples are parents of the child care class within the Cha-yi area. The factors of the satisfaction and attention on the quality of service are studied within this group of samples.
This research uses the service gap model proposed by Parsuraman, Zeithaml and Berry in 1985. It includes five factors and thirty items in the evaluation of the quality of service for child care class. The investigation discovered that there are fourteen items such as “the environment of the child care class is safe” belong to the core service category in the matrix of service-tactical. These items of service are high valued by parents and they are highly satisfied too. The business owner shall continue their level of service and make it the focus for future customer. It will be the advantage for future competition.
The principal component method has been applied to the investigation of the attention of the parents. It is discovered that, beside the five factors from the PZB theory, there are three new factors formed. They are named “score factor”, “convenient factor” and “price factor”. Further investigation found that these new factors have the advantage in organizing scattered items during analysis the satisfaction of the parents.
For the investigation of the satisfaction, the environment of the child care class is highest valued by the parents. There are several items in the category of the child care class can be improved. The next category of the satisfaction factors related to the quality of the teachers. The parents value more on the performance of the teacher during the class than the experience of the teacher.
For the satisfaction, the “convenient factor” and the “assurance factor” are most satisfied by the parents. The “score factor”, “empathy factor” and “tangibles factor” is valued low in satisfactory investigation. This shall be noticed by the business owner.
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