| Summary: | 碩士 === 僑光科技大學 === 國際貿易研究所 === 104 === In the age of low birthrate, many education institutions, especially kindergartens, suffer from the fierce competition. To offer high quality educational service and win to gain the parents’ high satisfaction have being the most important strategy for kindergartens to maintain their sustained competitive advantage.
For the purpose of exploring the effects of educational service quality on parents’ satisfaction, this study modifies the SERVQUAL model and evaluates the educational service quality of kindergartens by four indicators: quality of tangibles, assurance, reliability, and responsiveness.
This study collected relevant data through self-report questionnaire from the parents of public kindergartens in Taichung and 321 valid questionnaires were collected. Adopting regression analysis to test the hypotheses, the empirical study finds that: each of the educational service quality (tangibles, assurance, reliability, and responsiveness) has the positive effect on parents’ satisfaction. Besides, both of the reliability quality and responsiveness quality have the more significant effect on parents’ satisfaction than tangible and assurance quality.
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