Customer satisfaction, customer loyalty and willingness to pay more among professional photography teaching institutions

• Main Authors: Mei Erh Chen, 陳美而
• Other Authors: C. I. Teng
• Format: Others
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/39847465878831546129

碩士 === 長庚大學 === 管理學院碩士學位學程在職專班經營管理組 === 101 === Photography has a long of history over 170 years, with rapid advances in technology in recent years, thanks to booming consumer’s market cameras, the industry of photographic education is also accompanied by a rapid growth. However the studies of domestic and foreign scholars are not enough, so the purpose of this study is to explore which factors play the important roles on professional photography teaching and customer’s satisfaction, customer loyalty, and are willing to pay higher prices. In this study, there are questionnaires answered by 209 customers from professional photography teaching institutions, by using regression analysis, the findings are as below: (1) The generation of customer’s satisfaction, from curriculum price reasonable, learning outcomes in line with expectations, and lecturers on the services provided, such as the period. (2) If someone provide more than the same industry courses to meet customer demand, will produce the willingness to continue their studies. (3) It will be able to encourage customer’s willing to pay a higher price is that allows customers with a value for money experience, and professional photography teaching institutions can provide good hardware, high-quality learning environment, and make customers feel satisfied consumer experience. This study suggests that photography teaching institutions set their goals to improve customer satisfaction and provide superior course content, teaching ability and customer's creative, build a good place to learn and give attentive and spanking assistance, thus creating the customer's feelings with the ultra value.