| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 96 === The number of cram schools, no matter learning cram schools, language cram schools or skill cram schools, has been increasing rapidly in the past few years in Taiwan region. But the operation of cram schools has faced serious problems because of the government policy and the reducing birthrate. If managers of cram schools expect to survive and remain profitable, they need to maintain excellent quality of teaching and adopt tactics of business management. Because such relational research is rare on cram schools, this study utilizes the quantitative analysis to find critical elements of success.
Some scholars argue that enterprise could reduce operating costs and enhance competitive advantages by retaining customers. Thus, how to gain customer loyalty is important for operating cram schools. This research utilizes a questionnaire survey and Structural Equation Modeling (SEM) to investigate the influence of expertise, service quality, and relationship quality on its customer loyalty in the short-term cram schools of junior high schools in Hualien region. The findings in this research are as follows: (1) expertise and service quality will affect customer loyalty indirectly by relationship quality; (2) service quality affects customer loyalty positively; (3) relationship quality affects customer loyalty positively; and (4) expertise has no direct influence on customer loyalty. The above findings will provide marketing strategic information for local cram schools to efficiently allocate resources.
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