Study of influence factors of consumers in selecting the cram-school for civil servant examination

• Main Authors: Wei-Feng Kao, 高偉峰
• Other Authors: Rong-Ho Lin
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/fmqt55

碩士 === 國立臺北科技大學 === 管理學院工業工程與管理EMBA專班 === 100 === Nowadays, since highly competitive in employment environment, lots of applicants are attracted on joining the examinations for vacancies of civil servants every year because of its good welfare, nice payment and stable carrier plan. With a better awareness of consumer, operating a cram-school for civil servant examination becomes a keen competition. How to make a difference with other cram-schools and improve services to fit customers’ needs are all related to manage this business and affect customers’ decision. This study uses case-study method of qualitative research and targets a famous cram-school for civil servant examination with its students to understand the management strategy about the cram-school business for civil servant examination based on their experience. Moreover, this study uses focus interviews and based on the Kotler’s four factors of consumer decision-making process which are information collection, program evaluation, purchase decision, and purchase behavior in order to get findings a process when customer choose to join a cram-school for civil servant examination and how the different characteristics of a cram-school for civil servant examination that provide some strategical advices for the targeted cram-school for civil servant examination effect customer’s behavior to select their purchase will in future. Based on data analysis, this research results show the following findings: 1. The targeted cram-school uses the strategy of different business model to build up its own unique ability, and earns their own superiority by providing a different product, service, creation, and image that brings consumers’ trust and recognition which could enhance consumers’ willingness to purchase. 2. The targeted cram-school operation priority and its students purchase decision are matched on channels’ search information about cram-school, rules to choose cram-school, and consumer satisfaction. 3. The consumer decision-making process applies the Kotler’s four factors of consumer decision-making process which are information collection, program evaluation, purchase decision, and purchase behavior in order to get the factors influence consumer to choose a cram- school, and the management applications for cram- schools to provide various viewpoints and projects about strategy planning and executing.