Importance-Performance Analysis of the Service Quality of Children 's English Cram Schools

[[abstract]]In order to understand the service quality of children’s English cram school, this study selected the parents of children studying in English cram schools in Taichung City as the study subjects. In this study, a total of 350 questionnaires were distributed using the snowball sampling method. 308 valid questionnaires were retrieved with the effective return rate of 88%. The data were processed using Microsoft EXCEL and then the study found out that “Joy English”, “Hess English”, and “Giraffe English” are the three major children’s English cram schools in Taichung City. The study then used Importance-Performance Analysis (IPA) to analyze the data. The findings imply that these three children’s English cram schools put too much effort on promoting their brand awareness, which the parents do not think it’s important. Instead, the cram schools should put more effort in providing a more reasonable tuition rate for their students. In addition, the study also provided practical suggestions for the three children’s English cram schools respectively in order to improve their service quality