A Study on Service Quality and Satisfaction Toward Cram Schools for the Entrance Exams of Graduate Institutes in Taipei City-A Case Study of College and University Students in Taipei City
|關鍵字:||補教業;服務品質;顧客滿意度;PZB缺口模式;cram schools;service quality;customer satisfaction;PZB gap model|
Abstract The main purpose of this study is to examine service quality and satisfaction toward cram schools for the Entrance Exams of Graduate Institutes via the gap between expectation and actual perception toward service quality provided by cram schools. Service quality conceptual models proposed by three scholars, Parasuraman, Zeithaml, and Berry are applied and among them, the five dimensions to measure service quality include tangibility, reliability, response, guarantee, and caring, in order to understand quality attribute or dimension and satisfactory relationship of customers and to further improve satisfaction of customers toward service quality of cram schools for future improvement of cram school owners. This study through literature review designed five-dimensional service quality questionnaire and surveyed college and university students in Taipei City. The survey indicated the significant gap between expectation and actual perception of customers in each dimension toward service quality provided by cram schools, especially, the dimension of response. Customers mainly expect “timely delivery of promises of cram schools to customers,” and secondly “caring and assistance to customers when they have difficulties” while customers perceived with highest scores toward “good reputation and reliability” and “friendliness of service staff.” From variance analysis of different demographical statistic variables and satisfaction difference of customers, male customers demonstrate with higher satisfaction than the female toward service quality dimensions and customers of junior college graduates have higher satisfaction than those graduating from universities/four-year colleges and universities of science and technology and graduate institutes (and up). The research results also show the correlation of service quality and customer satisfaction and caring dimension is found to have the highest satisfaction. As a result, cram schools for entrance exams shall refer to PZB’s service quality model and through five dimensions of service quality, gap of existing service quality can be identified to narrow down that from actual perception, to improve customer satisfaction, and to sustainably manage in the fiercely competitive market.
|Appears in Collections:||Thesis|