隨著少子化時代的來臨，孩子競爭已進入白熱化階段。全人教育觀念興起，
使得家長不再專注以升學為前提的補習活動，繼之而起的是全方位的技藝能力培
養。因此，國內補教業也從過去升學主義掛帥的時代，進入到今日的通才教育，
並使得各類型補習項目進入多元化的紀元。
在如此競爭與衝擊的時代裡，家長選擇才藝補習的條件愈來愈嚴苛，而多數
補教業者也發現，隨著消費者意識的抬頭，服務品質的優劣、企業形象的好壞、
價格的競爭條件等，都已成為影響顧客滿意度的關鍵因素之一。本研究以國內知
名的兩才藝補習班其南部教學中心為對象，探討補教業服務品質、企業形象、價
格認知與顧客滿意度之關係。實際發放問卷共計500 份，打擊樂教室發出300 份，
回收282 份，舞蹈教室發出200 份，回收153 份。回收率為87%。
經實證分析後，本研究綜合發現結果如下所列：
（1） 在價格認知方面，兩單位家長的教育程度與收入程度愈高者對於價格認知
也愈高；在打擊樂教室方面女性比男性的對價格認知程度為高，舞蹈教室
則相反。
（2） 在服務品質「反應性」「關懷性」與「有形性」三方面，女性較男性的認
同度高；兩單位家長在「反應性」構面有顯著差異，打擊樂教室家長非常
重視「反應性」部份卻不甚滿意，舞蹈教室家長則對「反應性」表示認同。
（3） 打擊樂教室家長在企業形象之「公司形象」部份十分重視，甚至會影響到
學生去留的結果 。
（4） 在顧客滿意度方面，兩單位皆顯示女性比男性滿意。
（5） 不同人口統計變項在各研究變項中多數無顯著差異，只有少數呈顯著差
異。打擊樂教室有顯著差異者為「服務品質之有形性」在職業方面；「企
業形象之商店形象」在教育程度方面；「企業形象之企業信用」在家庭狀
況方面等等。而在舞蹈教室部份有顯著差異者為「價格認知」在職業方面，
「顧客滿意度」在家庭狀況方面。

It is because the “Birth Rate Declination” is arrival. The competition of each child
is to turn a white-hot stage. In addition, the concept of “Whole Personal Education” is
growing up, which parents are not only focusing on the entrance examination which
children have to study in the cram schools. In today, parents are focusing on the
omnidirectional technological skills. Therefore, the cram schools which are in Taiwan
have already changed their teaching strategies. Originally, the doctrine is to enter
higher level schools; however, the doctrine is to have different talents. As a result,
each kind of cram school marches toward multidisciplinary period.
In this competitive period, parents select talent cram schools with strict rules and
many managers of cram schools are also finding out key elements that cause
satisfaction from parents. The key elements are as following. First, the customers’
ideology is developed; second, the quality of service is superior or inferior; third, the
form of business is excellent or not; fourth, the competitive condition of price, etc.,
This research paper provides two famous cram schools that are very famous and
have branch offices in south Taiwan as examples. Moreover, this research paper will
investigate the relation between the quality of service, the form of business, sense of
price, and customers’ satisfaction. There are five hundred questionnaires. Three
hundred questionnaires are assigned from percussion instrument classes, and the
quantities of responses are two hundred and eighty-two questionnaires. Two hundred
questionnaires are assigned from dancing classes, and the quantities of responses are
one hundred and fifty-three questionnaires. The percentages of responses are
eighty-seven.
After analyzing, this research paper discovers some conclusion as following:
1. In price part, two units group of parents who have higher educational degree and
income make more senses about price than lower group parents. Furthermore, in
percussion instrument classes, female make more senses than males about price. In
contrast, males make more senses than females in dancing classes.
2. In the quality of service, there are three ideas that are responses, care, and
tangibles. In these three ideas, females can have the agreement easier than males
with cram schools. Two units group of parents have obvious difference in response.
The parents who are from percussion instrument classes do not satisfied with
responses, but parents who are from dancing classes agree with the responses.
3. In percussion instrument classes, parents pay much attention to the form of
business; even it makes a stay in classes.
4. In customers’ satisfaction, two units group of parents who are in this research
express that females feel satisfied more than males.
5. In census, there are not so many distinct varieties. However, there are only few
obvious varieties which are professional part, educational part, and family state
etc., in percussion instrument classes. In professional part, the obvious varieties are
“the tangible of service quality.” In educational part, the obvious varieties are “the
form of business.” In family state, the obvious varieties are “the credit of
business.” In contrast, in dancing classes, there are two obvious varieties which are
professional part and family state. In professional part, the obvious varieties are
“the sense of price.” In family state, the obvious varieties are “the customers’
satisfaction.”

第一章 緒論
第一節 研究背景與動機 ………………………………………………1
第二節 研究目的 ………………………………………………………3
第二章 文獻探討
第一節 補教產業 ………………………………………………………4
第二節 服務品質 ………………………………………………………6
第三節 企業形象 ……………………………………………………20
第四節 價格認知 ……………………………………………………22
第五節 顧客滿意度 …………………………………………………23
第六節 各變項相關因素之研究 ……………………………………28
第三章 研究方法
第一節 研究架構………………………………………………………35
第二節 研究假設………………………………………………………36
第三節 研究變項之操作性定義與衡量工具 ………………………38
第四節 研究對象與抽樣方法 ………………………………………44
第五節 資料分析方法 ………………………………………………47
第四章 實證分析
第一節 各研究變項之描述性統計、相關分析與差異分析 ………49
第二節 不同人口統計變項與各研究變項之差異性分析……………49
第三節 研究變項之迴歸分析 ………………………………………65
第五章 結論與建議
第一節 結論 …………………………………………………………91
第二節 研究限制 ……………………………………………………94
第三節 建議 …………………………………………………………95
II
參考文獻
一、中文部分 …………………………………………………………97
二、英文部分 …………………………………………………………99
附錄
問卷 …………………………………………………………………101

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