Effects of Service Quality on Parents' Decision of Choosing Their Children's School—Taken Elementary Schools in Lu-Chu District for ExampleEffects of Service Quality on Parents' Decision of Choosing Their Children's School—Taken Elementary Schools i

• Main Authors: SU,SHU-CHUAN, 蘇淑娟
• Other Authors: 陳恆毅
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/08700706456866075087

碩士 === 高苑科技大學 === 經營管理研究所 === 97 === Abstract Recently, due to the success of family planning and the change of social style, not only the marriage rate but also the birth rate have been reduced. In addition to the huge impact on familial and social structure, the decline of birth ratealso causes the gradual reduction of educational populationand hence the severe competitions between schools. Served as a teacher in elementary school, I comprehend this birth-rate-declined phenomenon has had a significant effect on the educational population, and also led to the problems of the excess of school teachers, the decrease in the number of classes, and the parents’ preferences for prestigious schools. Three perspectives of Lehtinen & Lehtinen（1982）, who regard the qualities of services as the products of the interactions between customers and entrepreneurs, and my long-term teaching experience in elementary school are applied in the present study. Under this situation of the decrease in student recruitment, how to effectively promote its own image and competitiveness to attract more students should be the focus of each elementary school. Based on the theory of service qualities of Lehtinen & Lehtinen（1982）, the purpose of this study is to evaluate the physical, visual and interactive qualities of schools and the mode by which the parents choose them. Comprehending the influence of the service qualities of elementary schools on parents’ choices is also the goal of this study. Based on the results and conclusions of this study, some suggestions are provided to educational administrations for their further plan-making process in educational option or recruiting policies. .