英文摘要 |
This study aims to explore the relationships among service quality, corporate image, and customer satisfaction from the parents’ perspectives at crams schools for elementary school students in Changhua County, Taiwan. This study adopted a convenience sampling approach to collect data from parents of students enrolling in cram schools in Changhua County. A total of 500 questionnaires were distributed, 412 of which were considered valid, resulting in an effective response rate of 82.4%. Using SPSS 21.0 and AMOS 22.0, reliability analysis, descriptive statistics, independent sample t-test, ANOVA analysis, and structural equation modeling were conducted to analyze data. The results showed that: 1) parents with a high school education have a significantly higher perception of service quality and corporate image than parents with a college education; 2) service quality has a significant impact on corporate image; 3) service quality has a significant impact on customer satisfaction; and 4) corporate image has a significant impact on customer satisfaction. |