A Study of Parents Service Quality Expectation toward Complete School-A Perspective of PZB Gap Model

• Main Authors: Pei-Hsuan Li, 李佩璇
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/53572943339915878749

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === This study adopts the PZB Gap Model, aiming to understand and compare the extent and difference of influence between parents’ expectations of the school service quality and their perception of the content of services that a complete school offers. The relationship is investigated between word of mouth communication, past experience, and expectation of service quality in order to make suggestions for improving the efficiency of school management. Hopefully, it can help to increase future competitiveness of the complete school. Through reviewing domestic and foreign literatures, a questionnaire is self-constructed. A total of 465 questionnaires are distributed to parents whose children go to a complete school and 420 valid samples are returned with a response rate of 90.32%. By using IPA, descriptive statistics, difference test, correlation and regression, the degree of importance, relationship and predictive power are investigated from the perspective of word of mouth communication, past experience and expectation of service quality. The findings of the study show that as far as past experience is concerned, nearly 80% of the parents hold a positive attitude towards the school; however, they show low levels of satisfaction with the three items: distinctive uniform, diverse school clubs and strong intention to stay even if there were other schools to choose from. As to the perspective of the importance and satisfaction levels of parents’ expectation of service quality, there are three items that parents think should be greatly improved, including a safe, hygienic environment and facility, daily lunch offers and teachers’ attention to individual students’ interests. As for word of mouth communication, parents firmly think the complete school should be dedicated to improving the following three items: I’ve heard that the school has offered students part-time job opportunities, I’ve heard that the school has arranged for students to go back to their elementary school and promote the school, and I’ve heard that the school keep good relations with the media. Besides descriptive analysis, the three hypotheses of the study are also statistically supported by empirical evidence. There is significantly positive relationship between word of mouth communication and expectation of service quality. There is significantly positive relationship between past experience and expectation of service quality. There is significantly predictive relationship between the two (word of mouth communication and past experience) and expectation of service quality. According to the findings, the study attempts to offer suggestions and formulate specific service strategies in respond to feedbacks collected through the PZB Gap Model from the perspectives of school business management, marketing communication and parent relationship interaction.