根據教育部委託高雄市政府教育局建置直轄市及各縣市短期補習班資訊管理系統顯示，補習班從2005年的14,525家到2019年的17,313家，這15年來共增加了2,788家，補習班造就了升學考試學生的勝利者，不管是學生或是家長都認為，有到補習班補習就好比別人贏了一步，會有贏在起跑點的感覺。補習班屬於私人機構，需要仰賴民間個人資金來源來經營，而補習班的主要客群又是家長及學生，基於客群的主觀因素，所以顧客滿意度、就讀意願、學習成效就變得非常重要。本研究希望透過實證來分析探討品牌形象對顧客滿意度、就讀意願與學習成效之間的相關性。 本研究對於中部地區的家長採問卷調查研究法進行量化之研究，研究結果發現品牌形象對於顧客滿意度、就讀意願及學習成效皆具有顯著影響。現階段教育政策改變之下，各種型態的補習班紛紛崛起，使補習業者在補教業市場環境中更為競爭。本研究對補習班業者提出建議，以供未來永續經營方向的參考。 The number of cram schools has increased from 14,525 in 2005 to 17,313 in 2019 in Central Taiwan, in addition according to the official record released by the Education Bureau of Kaohsiung City, which represents an increase of 2,788 cram schools in 15 years. Cram school education is perceived by students and parents as an effective approach for the students to enhance their opportunity to be more successful in college entrance examination and to attend better colleges. Cram schools are private institutions operated with private personal funding sources, while their revenue relies solely on the tuition from the attending students and their parents. The purpose of this research investigates the impacts of brand images of cram schools on customer satisfaction, willingness to study, and learning effectiveness. Conducting survey research on parents in the central of Taiwan, this study concluded that brand image demonstrates significant and positive impacts on all three customer-related factors.This study also makes recommendation for the cram schools to enhance their capabilities to attend customer needs while accommodating current educational policies.
