THE FACTOR ANALYSIS OF PARENTS'' CHOICE ON CRAM SCHOOLS FOR THEIR ELEMENTARY OR SECONDARYCHILDREN IN CHIAYI COUNTY

• Main Authors: Shu-mei Lin, 林淑玫
• Other Authors: Kuo-chung Huang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/02354813555990504478

碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 101 === 　　This research investigates the service quality or brand image whether dicides the purchase intension as the result of customer satisfaction when the parents make a choice on cram schools for their elementary or secondary-children in Chiayi County. The questionnaire survey method was adopted in this research. Each of the 300 subjects was given a questionary to fill out. A total of 276 questionaries was returned. Out of those, 92% was valid (276 out of 300). The effective response rate is 88%. Following is the summary of the study：(1) Quality of service has a positive impact on the customer satisfaction ; (2) Brandimage has a positive impact on the customer satisfaction; (3) Quality of service has a positive impact on the purchase intention; (4) Brandimage has a positive impact on the purchase intention; (5) Customer satisfaction havs a positive impact on the purchase intention; (6)Customer satisfaction has a partial mediating effect between the service quality and purchase intention; (7) Customer satisfaction has a partial mediation effect between the brand image and purchase intention.