高雄市國中小家長對文理補習班之消費行為與服務滿意度研究

• Main Author: 林高女
• Other Authors: 李昭蓉
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/41400993587655648349

碩士 === 國立高雄師範大學 === 成人教育研究所 === 99 === This research aims at exploring the spending habits and levels of satisfaction of parents of elementary and middle school children in terms of their choices of academic tutoring centers in the city of Kaohsiung, Taiwan. The purpose of the study is to examine how differences in gender, age, income and other factors may affect the choices of tutoring services and the degrees of satisfaction. The method of the study is through conducting survey. The framework of the study was established, first of all, through researches on related subject materials. Upon reviewing by experts and scholars in related fields, the research tools and the survey were furnished, finalized and distributed. 600 parents of elementary and middle school children who have participated in academic tutoring centers in Kaohsiung were randomly selected to participate in the survey. Of the 600 questionnaires, 581 were collected, at a response rate of 97%, while 569 of them were verified as valid, which accounted for 98% of all the collected responses. The questionnaires were statically analyzed and examined. The result of the survey can be summarized as follows: When considering how much to spend on a tutoring center, parents value the qualifications of the instructors and the design of the curriculum more than anything else. When asked about their satisfaction of the service, the respondents regard “the quality of the service” the most important deciding factor. Female respondents with educational background of high school or lower and with an occupation in industrial and business or other private sectors and whose monthly income is less than NT 25,000 are comparatively more budget conscious when making tutoring choices. At the same time, the study found that respondents with educational background of high school or lower and with an occupation in private sectors and whose monthly income is between NT 25,000 and NT 70,000 are relatively more satisfied with the service of the tutoring centers of their choice. The survey concludes that parents that are more budget conscious tend to give higher rating to their choice of tutoring services. Based on the study, we suggest that tutoring centers should constantly seek ways to diversify teaching methods and encourage instructors to takes enrichment classes to enhance their teaching skills. In order to provide better service, any tutoring centers should make constant efforts to strengthen the manpower of their staff and improve the curriculum and enhance communication between parents and instructors. The best way to gain the trust of the parents is to provide genuine care and professional service by being responsive both on the academic and administrative levels. As for the suggestions to the parents, be sure to choose certified tutoring centers and take initiative to engage in communicating with the instructors to ensure the best quality of service.