本研究主要探討嘉義地區國小學童選擇補教機構行為，使用問卷調查法，以補教機構企業形象、經營策略與班級氣氛等因素，研究影響國小學童選擇補教機構的就讀意願。本研究針對嘉義地區補教機構隨機抽樣抽取學童，發放問卷500份，扣除無效問卷，有效問卷為432份。 研究結果發現企業形象、班級氣氛與顧客滿意度之關係皆呈現顯著的正向影響，經營策略、班級氣氛與顧客滿意度之關係皆呈現顯著的正向影響，班級氣氛對企業形象及顧客滿意度存在中介關係，班級氣氛對經營策略與顧客滿意度存在中介關係，在人口統計變數方面則與企業形象中的服務聲譽與補教經營具有顯著差異。 根據研究結果顯示，企業形象與經營策略因素對於補習機構的經營佔很重要的因素，而班級氣氛在國小學童的實際體驗後，會影響到學童的滿意度進而影響到忠誠度。 This study discusses the consumer behavior in hypermarkets in Taichung, adopting questionnaire survey based on factors such as service quality of hypermarkets, image of the private brand manufacturers, and shopping environment to study how perceived value of private brand influence consumers’ purchase intention. The research randomly selects hypermarkets in Chaiyi, distributing 500 questionnaires, 432 of which are valid questionnaires excluding invalid ones. The results showed that the corporate image, the relationship between classroom climate and customer satisfaction are showing a significant positive impact, business strategy, the relationship between classroom climate and customer satisfaction are showing a significant positive impact on classroom climate of corporate image and customer satisfaction intermediary relationship between class atmosphere intermediary relationship between business strategy and customer satisfaction and corporate image, service reputation and cram school operators with significant differences in demographic variables. Based on the findings show that the corporate image and business strategy factors for the operation of the tutorial institutions accounted for a very important factor, after the actual experience of elementary school students, the classroom climate will affect the children's understanding of satisfaction in turn affect loyalty.
