知覺價格、服務品質、知覺價值、滿意度與忠誠度關係之探討－以安親班為例

With the advent of an era of declined birth rate, each level of education institution has been facing the pressure arising out of reduced sources of student recruitment, leading elementary education to be the first to be affected that further causes certain impact to the operation for after-school care and tutoring centers directly. Gaining understanding of the needs of students' parents, offering satisfactory services and building its loyalty have turned out to be the key factors leading to successful operation for after-school care and tutoring centers. This research incorporated the ”perceived value” concept which was rarely-referred into the model of ”service quality-satisfaction-loyalty”, and takes the parents of students from after-school care and tutoring centers as the subjects by making a use of in-depth interviews to construct the service quality scale of after-school care and tutoring centers at first, and then using structural equation modeling (SEM) to explore the interactive relationships of the preceding variables. Findings of this research indicated that: (1) Service quality have the greatest effects upon students' parents loyalty as it not only shows indirect effect on such loyalty, but also the direct effect;(2) The satisfaction mediate the relationship between service quality and loyalty as well as the once between perceived value and loyalty; (3) The perceived value mediate the relationship between service quality and satisfaction as well as the once between service quality and loyalty. This research also proposes the related suggestion for practitioners' reference based on the findings.