現代社會少子化，所以家長對於孩子的教育更是細心呵護，對所選擇補習班的條件也愈來愈嚴苛，是希望孩子「贏在起跑點」，進而將孩子送往補習班，所以每年補習班的數量不減反增。補習班為何紛紛設立，因為家長想讓孩子獲得最好的教育，花再多錢都捨得，因此成為業者看中的一塊大餅，但在如此競爭與衝擊的時代裡，隨著消費意識的抬頭，補習班服務品質的優劣、補習班形象的好壞，都已成為影響家長滿意度的關鍵因素之一，補習班如何從眾多的競爭對手中脫穎而出，為補習班管理者探討的重點。因此，本研究旨在探討國中、國小學童家長對於補習班服務品質、品牌形象是否會影響顧客滿意度，進而提升購買意願之研究。本研究以彰化市國中、國小補習班家長做為本研究對象，本研究共發放300份問卷，有效問卷回收率為87.33%。在研究結果顯示：(1)服務品質對顧客滿意度具有正向顯著的影響。(2)品牌形象對顧客滿意度具有正向顯著的影響。(3)服務品質對購買意願具有正向顯著的影響。(4)品牌形象對購買意願具有正向顯著的影響。(5)顧客滿意度對購買意願具有正向顯著的影響。(6)顧客滿意度在服務品質對購買意願間存在部分中介效果。(7)顧客滿意度在品牌形象對購買意願間存在部分中介效果。 Since birth rate in Taiwan decreases year by year, parents are afraid of their children losing at the beginning, and thus they pay much more attention in children’s education, therefore most of the children study not only in schools but also in cram schools, so cram schools increase rather than decreasing. The study aims to Changhua city elementary and junior high cram school, use parents research. Totally, 300 copies of questionnaires were dispatched and the effective response rate was 82%. The results show that (1) Service quality is significantly affected to customer satisfaction, (2) Brand image is significantly affected to customer satisfaction, (3) Service quality is significantly affected to purchase intention, (4) Brand image is significantly affected to purchase intention, (5) Customer satisfaction has part mediation effect between service quality and purchase intention, (6) Customer satisfaction has part mediation effect between brand image and purchase intention.
