台灣地區目前經政府立案的補習班有18900多家，然而，出生率不斷降低，造成供給大於需求，導致競爭白熱化，近17年撤銷或註銷的補習班即高達八千餘家，試圖從「行銷策略」及「服務品質」，找出影響補習教育「顧客忠誠度」的關鍵因素，瞭解學生補習習性、基本資料，以維持補習教育事業的永續經營為一大課題。本研究以問卷調查作為量測工具，調查對象為在高雄地區接受補習教育學生，共發放700份問卷，回收有效問卷603份，有效回收率為86.1％。本研究透過敘述性統計分析、因素萃取、信度分析、變異數分析、迴歸分析及線性結構模式來驗證各項假說，歸納結論如下：
一、「行銷策略」對「服務品質」有顯著正向影響。
二、「行銷策略」對「顧客忠誠度」有顯著影響。
三、「外顯行銷策略」對「顧客忠誠度」有顯著影響。
四、「轉換障礙行銷策略」對「顧客忠誠度」有顯著影響。
五、「顧客專屬利益行銷策略」對「顧客忠誠度」有顯著影響。
六、「服務品質」對「顧客忠誠度」有正向顯著影響，部分獲得證實。
本研究針對分析結果，提出實務上之建議，並希望能對未來類似之研究有相當程度的參考價值。

SUMMARY

Presently, there’re more than 18900 cram schools approved by the government in Taiwan. However, ever decreased birth rate results in excessive supply and thus causes fierce competition. During recent 17 years, more than 8000 cram schools had been closed or cancelled. This study attempts to find out key factors in “customer loyalty” of supplementary education from perspectives of “marketing strategy” and “service quality”, know students’ basic profile and habits, and regard sustainable operation of supplementary education industry as a major issue. Questionnaire survey is used as the measurement tool. 700 questionnaires are distributed to students who accept supplementary education in Kaohsiung. 603 valid questionnaires are recycled, representing an effective return rate of 86.1%. All assumptions are verified by descriptive statistical analysis, factors analysis, reliability test, variance analysis, regression analysis and linear structure relation. Conclusions are drawn as below:
1. “Marketing strategy” has significantly positive influence on “service quality”.
2. “Marketing strategy” exerts significant effect on “customer loyalty”.
3. “Explicit marketing strategy” significantly affects “customer loyalty”.
4. “Marketing strategy of switching-barrier” has significant influence on “customer loyalty”.
5. “Marketing strategy of customer’s exclusive interests” has significant effect on “customer loyalty”.
6. “Service quality” positively and significantly influences “customer loyalty”, and this viewpoint is partially demonstrated.
This study proposes practical suggestions based on analysis results, and hopes to provide a valuable reference for future similar researches.

Key words: marketing strategy, service quality, customer loyalty

INTRODUCTION

This study firstly establishes research motivations according to the background, puts forward research objectives and issues, explains definition, importance, type and related researches of each variable through analysis of current supplementary education and collection of associated literatures, and proposes research framework and hypotheses. In terms of data collection, it conducts questionnaire survey among students and makes statistical analysis of the acquired data, in order to determine influences of each variable and verify all the research assumptions proposed.

MATERIALS AND METHODS

The study methods of the study are as the following:
1. Study Objects
This study aims to investigate influences of current supplementary education marketing strategy or service quality on customer loyalty, develop model for measuring “service quality” of present supplementary education, and know students’ habits of accepting supplementary education, in hope of recruiting new students, keeping old students, enhancing competitive power of supplementary education and maintaining sustainable business.

2. Measurement Tool
A total of 700 questionnaires are sent out to students who accept supplementary education at cram school established by the government, and 603 valid questionnaires were recycled, representing an effective rate of 86.1%.

3. Analysis Methods
On the application of statistical software, the study uses SPSS perform statistical analysis. The statistical methods used are summarized as the following:
(1) Reliability test
(2) Descriptive statistical analysis
(3) Factors analysis
(4) Multiple regression analysis
(5) ANOVA analysis
(6) T-test analysis
(7)LISREL(linear structure relation)

RESULTS AND DISCUSSION

This study distributes questions to students who are attending cram schools presently. The collected data are analyzed by reliability test, descriptive statistical analysis, factors analysis, multiple regression analysis, ANOVA analysis, T-test analysis and LISREL (linear structure relation). Following results are obtained:
1. “Marketing strategy” has significantly positive influence on “service quality”.
2. “Marketing strategy” exerts significant effect on “customer loyalty”.
3. “Explicit marketing strategy” significantly affects “customer loyalty”.
4. “Marketing strategy of switching-barrier” has significant influence on “customer loyalty”.
5. “Marketing strategy of customer’s exclusive interests” has significant effect on “customer loyalty”.
6. “Service quality” positively and significantly influences “customer loyalty”, and this viewpoint is partially demonstrated.

CONCLUSION

Students with different backgrounds are significantly different in some aspects.
1.Among various factors of current supplementary education that affect customer loyalty, “marketing strategy” has the most significant positive influence, especially “sunk cost” and “social benefits” of “implicit marketing strategy”, followed by “continuing cost” of “switching barriers”.
2.Customer loyalty is directly, positively and significantly influenced by service quality.
3.“Explicit-benefit marketing strategy” both directly and indirectly exerts significant positive effects on customer loyalty, with direct influence greater than indirect influence.
4.“Marketing strategy” has significant positive and direct influences on service quality and customer loyalty.
5.Among relationships between current supplementary education marketing strategy, service quality and customer loyalty, marketing strategy has the greatest influence on service quality, followed by influence of marketing strategy on customer loyalty; impact of service quality on customer loyalty is the smallest.
6.For the sake of enhancing customer’s loyalty to supplementary education, strengthening marketing strategy is a better way than improving service quality.
7.Current supplementary education generally adopts explicit marketing strategies, among which price marketing is the most common, followed by promotion marketing; product marketing is the least common strategy. However, empirical researches demonstrate price marking exerts the greatest influence on customer loyalty and has significant positive impact, and the next is product marketing; promotion marketing has no significant influence.
8.Students with different backgrounds are significantly different in some aspects.
“Implicit marketing strategy” is significantly different in various items such as age, number of brothers and sisters, parents’ occupation, educational background, parents’ monthly income and number of students who take lessons after school. “Explicit marketing strategy” is significantly different in items including age, education level, parents’ monthly revenue, and etc. “Service quality” is significantly different in educational background, number of students who accept supplementary education, and etc. In terms of “customer loyalty”, significant differences exist in age, quantity of brothers and sisters, education level, parents’ monthly income and number of family members who take lessons after school.
9.Students’ habits of supplementary education show great differences.
According to observations of supplementary education habits, most students arrive at the cram school within 20 minutes after the class is begun. For selection of cram school, the first consideration is “good quality of teachers”. In most cases, parents are responsible for choosing the cram school; obviously, effect of advertisement is limited. The most favorite “time of extra tutoring” is “after class from Monday to Friday”; it is apparent that modern people value holidays. Among various monthly expenses of supplementary education, 2001-3000 NTD accounts for the largest proportion; “high tuition cost” is not the trend in the market any more. Courses of liberal arts and science constitute the largest proportion; this conforms to number of subjects actually provided in cram schools.

Management implications and practical suggestions:
To improve service quality, the first important thing is “marketing strategy”. For the sake of enhancing customer loyalty, following actions should be taken:
1. Increase “customer relationship benefits” and retain existing clients.
2. Boost switching barriers and keep existing customers.
3. Implement “explicit marketing strategy” and increase new students.
4. Improve service quality, maintain old customers and increase new students.
Due to limitations imposed by related factors, this study has certain subjective restrictions and influences, for example, bias of questionnaire structure, busy and slack seasons of supplementary education, and lack of literatures. These issues are expected to be continuously investigated by future researchers.

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