A Study on High-Price Program Customers’ Expectation and Satisfaction of Taiwan Higher Management Education
Date Issued
2008
Date
2008
Author(s)
Chang, Yu-Hsuan
Abstract
In recent years, the market of high-price program (EMBA program) in Taiwan higher management education was over-supplied and was in a flaming competition. In order to win victory and enhance their own reputation, every institute dedicated to satisfy every enrollee’s expectation and maintain the program’s overall quality. In current study, we viewed this issue from the perspective of understanding customers’ expectation. We applied the concept zone of tolerance (ZOT), which is argued by Zeithaml, Parasuraman, and Berry in 1993, and took EMBA program as our research object. We wished to prove that ZOT can not only be applied to the traditional service industries but also to the high-price program of educational service industries. Research data were collected by questionnaire from National Taiwan University EMBA program students, we discussed the relationship between the magnitude of ZOT and customer satisfaction. Besides, we tried to find out the factors which could possibly influence the magnitude of ZOT. The results revealed that the magnitude of ZOT significantly influenced customer satisfaction. In addition, several consumer characteristics that could significantly influence the magnitude of ZOT were found, such as demographic variables, personal background, personality, and other situational factors while consuming. These results not only strengthened the importance of ZOT but also provided many essential references for every institute about their understanding of students’ expectation and their program designing. In the end, we extended the model of ZOT and mentioned several suggestions for future research.
Subjects
customer expectation
zone of tolerance
customer satisfaction
consumer characteristic
Type
thesis
File(s)![Thumbnail Image]()
Loading...
Name
ntu-97-R95741005-1.pdf
Size
23.32 KB
Format
Adobe PDF
Checksum
(MD5):d1b59fa378e353205c179c1ccfc79213