| Summary: | 碩士 === 臺中技術學院 === 企業管理系事業經營碩士班 === 99 === ABSTRACT
This research applies P.Z.B. (Parasuraman, Zeithaml, and Berry) gaps model of service quality and a SERVQUAL scale to construct contents of service quality in elementary schools. It designs the questionnaire and makes a survey to understand the views of the parents about service quality at their children’s schools in Taichung.This study also develops the service strategy by discussing the differences of school service quality between the number of classes that was reduced and the number of classes that was not reduced. The questionnaires were administered to 800 samples from students’ parents at 26 elementary schools in Taichung. The study achieved a valid return amount of 712. The collected data was analyzed through t-test, one-way ANOVA and AMOS. The main findings are as follows:
1. Significant gaps exist in parents’ perceptions about school service quality in Taichung, especially in the aspect of tangibility. School service is unable to meet the expectations of parents in terms of school space, environmental design, school safety, school comfort and healthy lunch.
2. There are significant differences in service quality of schools, except in the aspect of “assurance”, between the number of classes that was reduced and the number of classes that was not reduced.
3. Differences in cognitive gaps about school service quality existed according to the parents’ education levels.
Based on the conclusions, this study has proposed some suggestions to the educational administration institutions and elementary schools. Such concrete proposals can also be valuable reference resources for elementary schools to develop the service strategy.
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