The globalization movement of the 21st century has completely altered the structures of countries, societies and the definition of internationalism. Under the influences of the new technologies and innovations, the business owners are requiring more expertise and capabilities from their employees and management. The gradually increasing competitive environment and the constantly changing economic cycle have bring about much corporate mergence, employee layoff and restructure of the companies, which can also bring much pressure on the work. However, they also motivate and push the employees to continue learning, and aggressively expanding their own expertise as well as new market information to adapt to the business trends and to fulfill the requirement of the employers, in order to stay on top and avoid being eliminated by the new technologies and competitive surroundings.
Under this trend, the private education business (adult continuous education) is becoming much more competitive, and the business owners are also moving toward the corporate and franchise direction. The evolving qualities of the globalized businesses have pushed up the bar for service requirement. This has greatly affected the private education sector not only to aggressively promote itself, but also to match for the same level of service qualities, to increase its competitiveness.
The main purpose of this thesis is to collect, analyze and discuss the customer satisfaction level of a franchised chain computer cram school. First, we are to describe research motive and intention. Then, we collect and discuss several related theories and documentaries, in order to build a basic concept structure. We then continue to design a survey, its research boundary and sampling method, as well as the targeted subjects with the consideration of human resource, time restraints and financial limitations.
We used the registered students of the top 3 Taiwanese chain computer cram school in the Taipei area, and randomly assign the survey for the students to complete. We have received 646 valid replies, and applied SPSS software to execute critical factors analysis, validity analysis, regression analysis. We have come to the following conclusion:
H1: The more the customers can identify with the convenience of the franchised institute, the higher the satisfaction level.
H2: The price/fee that the franchised institutes charge can greatly affect the satisfaction level.
H3: The higher the customers can identify with the product quality of the franchised institute, the higher the satisfaction level.
H4: The higher the customers can identify with the service quality of the franchised institute, the higher the satisfaction level.
H5: The more the customers can identify with the corporate image of the franchised institute, the higher the satisfaction level.