A Study of Parents Service Quality Expectation toward Complete School-A Perspective of PZB Gap Model

[[abstract]]本研究採用PZB缺口模式，旨在瞭解並比較影響學生家長對學校服務品質的期望，以及家長對完全中學本身所提供服務結果的認知，二者影響程度之輕重與差距，並探討口碑傳播、過去經驗與服務品質期望間之關係，藉此提出對如何改善學校經營管理成效的建議事項，有助提升學校未來競爭力。經參酌國內外學者文獻以自編問卷，並針對完全中學學生家長總計發放465份問卷，有效回收共420份，回收率90.32%。再利用IPA、描述性統計、差異性檢定、相關、迴歸等統計分析，分別對口碑傳播、過去經驗與服務品質期望，探討其重要表現程度、關聯性與預測力。研究結果顯示：就過去經驗言，有將近八成家長對於學校接觸經驗持正面肯定態度，然而，仍表達對「學生制服具有特色」、「學生社團選擇多元」、「若有其他學校可供選擇，我仍願意為子女選擇目前讀的學校」三項的低度滿意。至於，從家長對服務品質期望之重要性與滿意度來看，有三項是認為學校需要積極改善的，包括「安全衛生的環境設施」、「營養午餐提供」與「教師能個別關注學生興趣」。再就口碑傳播上，家長高度認為完全中學在「我聽說過學校提供學生工讀機會」、「我聽說過校方安排在校生回國中小母校進行宣傳」與「我聽說過校方與媒體保持良好溝通關係」等三方面是應致力改善。除描述性分析外，本研究亦由實證資料獲致對「口碑傳播與服務品質期望間具有顯著正向關聯」、「過去經驗與服務品質期望間具有顯著正向關聯」與「口碑傳播與過去經驗兩者對服務品質期望間具有顯著預測關係」三項假設統計支持。據之實證結果，本研究乃彙整提出對PZB缺口理論的回應，並嘗試歸納出對完全中學在學校經營、宣傳策略與家長關係互動等方面的建議，並研擬具體服務策略。[[abstract]]This study adopts the PZB Gap Model, aiming to understand and compare the extent and difference of influence between parents’ expectations of the school service quality and their perception of the content of services that a complete school offers. The relationship is investigated between word of mouth communication, past experience, and expectation of service quality in order to make suggestions for improving the efficiency of school management. Hopefully, it can help to increase future competitiveness of the complete school. Through reviewing domestic and foreign literatures, a questionnaire is self-constructed. A total of 465 questionnaires are distributed to parents whose children go to a complete school and 420 valid samples are returned with a response rate of 90.32%. By using IPA, descriptive statistics, difference test, correlation and regression, the degree of importance, relationship and predictive power are investigated from the perspective of word of mouth communication, past experience and expectation of service quality.The findings of the study show that as far as past experience is concerned, nearly 80% of the parents hold a positive attitude towards the school; however, they show low levels of satisfaction with the three items: distinctive uniform, diverse school clubs and strong intention to stay even if there were other schools to choose from. As to the perspective of the importance and satisfaction levels of parents’ expectation of service quality, there are three items that parents think should be greatly improved, including a safe, hygienic environment and facility, daily lunch offers and teachers’ attention to individual students’ interests. As for word of mouth communication, parents firmly think the complete school should be dedicated to improving the following three items: I’ve heard that the school has offered students part-time job opportunities, I’ve heard that the school has arranged for students to go back to their elementary school and promote the school, and I’ve heard that the school keep good relations with the media.Besides descriptive analysis, the three hypotheses of the study are also statistically supported by empirical evidence. There is significantly positive relationship between word of mouth communication and expectation of service quality. There is significantly positive relationship between past experience and expectation of service quality. There is significantly predictive relationship between the two (word of mouth communication and past experience) and expectation of service quality.According to the findings, the study attempts to offer suggestions and formulate specific service strategies in respond to feedbacks collected through the PZB Gap Model from the perspectives of school business management, marketing communication and parent relationship interaction