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Analysis of Customer Service Cases for a Chain Preschool
The purpose of this study is to understand the parents’ complaints of the customer service cases in a chain preschool. Through the research and analysis of the customer service cases records, the aspects of service failure and the ways the chain preschool dealing with the service recovery are identified. The result reflects the weaknesses of the customer service procedure, and shows the way to improve their service quality. This research used content analysis method for data analysis. The data was collected from Main Office of the chain preschool. There were 74 cases recorded from Jan. 1st, 2010 to Dec. 31st, 2012 including Taipei City, New Taipei City, Tao Yuan Xin Chu Area, Taichung Area, South Area and East Area in total of six areas. The findings of this research are as followed, 1.The complaints from the parents increases every year. The proportion of complaints increases by 112%. 2.The numbers of the preschools being complained increases every year. The preschools with more than two cases increases, too. There was over 30% of the preschools being complained in 2012. 3.The areas with the most complaints are Taipei City and New Taipei City. The most complaints happened in August, March and July which were the transition time of the semesters. 4.This study generalized ten categories from the 74 parent complaints. The proportion of highest to lowest are low quality of teachers and caring standard, poor administrative services, dissatisfaction with preschool supervisors, disagreement on tuition refund, high turnover of teachers, teacher’s improper behavior, special cases, dissatisfaction with curriculum, school bus problems and children’s injury. 5.There were several ways used by the chain preschool to deal with the service recovery. The proportion of highest to lowest are manager intervention, customer initiated correction, apology, reinforcement the service procedure, refund and compensation. There are some different situations, like no further actions, making bigger problems, no reply from the supervisors and without the complaints’ information.
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