| Summary: | 碩士 === 玄奘大學 === 國際企業學系碩士在職專班 === 100 === Effect of School Service Quality on Students’ Satisfaction:
A Case Study of Vocational Students from
Northern, Central and Southern Areas in Taiwan
Student: Mei Yi, Kuo Advisors: Dr. Ryh Wu, Yeh
Dept.of International Business Administration
Hsuan Chuang University
ABSTRACTS
Private schools in Taiwan are facing a common difficulty that due to low birth rate, less children becomes an inevitable result in the structure of population. The dramatic decline of birth rate in year 1988, in particular, means the graduates from junior middle schools will drop accordingly by year 2013. Schools at all levels are striving to overcome this upcoming challenge that they , on one hand, try to have better control of the cost results from teaching and administration, and on the other hand, is committed to recruiting new students. Schools neglects the important roles students and alumni play and ignore the marketing intelligence that "the cost of developing new customers far higher than to retain old customers ". The researcher has worked in a private vocational school for many years and has witnessed the dysfunction situation in families is getting more and more severe, therefore, schools may have to deal with more students’ behavioral problems, military education officer (MEO) may play a more influential role in a vocational school.
This study focuses on the level of private vocational schools in Taiwan. The participants are vocational students recruited from northern, central and southern areas in Taiwan. Questionnaires are employed to collect data. Reliability analysis, factor analysis, correlation analysis, and regression analysis are carried out to understand the relationship among quality of school services, military education officer’s life counseling, student satisfaction, and school reputation.
The researcher issued a total of 432 questionnaires to private vocational students from three different schools in Taiwan. The valid questionnaires are 422 copies. The return rate amount to 97.7%.
The empirical results to the presumptions are as follows:
1.School’s quality of service has a significant and positive relationship to
student’s satisfaction towards the school.
2.Military Education Officer’s life counseling has a significant and
positive relationship to student’s satisfaction towards the school.
3.There is a significant positive relationship between students’
satisfaction and reputation of the school.
4.Satisfaction is an intermediary variable of the quality of school services, Military Education Officer’s life counseling and school reputation. In addition, the MEO’s life counseling and reputation have a significant positive relationship.
Keywords: Hierarchical Approach Mode, Interactional Quality,
Physical Environment Quality, Outcome Quality
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