英語乃全世界共通之語言，英語教育對國家競爭力之影響也無須贅述。本文以台北市某小班美語教學補習班為例，探討7~18歲學生選擇補習班學習時，所重視的品質為何？在接受服務後，對於小班教學的實際滿意程度為何？學生雖然是學習的使用者但卻不是服務的購買者，因此本研究對象也包含了學生家長。家長是促銷者、影響者、決策者和購買者，所以補習班不僅要滿足學生的需求也要達到家長的要求，本文主要探討家長對服務品質的需求和學生對於小班教學的實際期望。

為了解消費者對於小班美語教學補習班的服務品質需求所在，本研究利用PZB三位學者所提出的SERVQUAL量表為問卷設計基礎，根據有形性、可靠性、反應性、保證性和關懷性五大構面發展出 19 個題項，來訪問學生對服務品質的重視度與滿意度。並運用Kano二維品質模式之正反向題組設計問卷來訪問家長，分析各服務品質要素之屬性歸類。最後，研究者得知四項當然品質、兩項一維品質、四項反向品質和五項無差異品質，再將所得結果加以解釋與分析，期望對補習班經營者未來在服務品質有所提升並增加顧客滿意度。
 

English has become an international language and been integrated into people’s lives as a means of communication. There is no doubt that English is the most spoken language all over the world. Taking a small-size English cram school in Taipei City as an example, the researcher tries to investigate the demand of students from aged 7~18 years old. What are the major elements students concern before coming to cram school? What elements that students care after service is rendered? Parents have the biggest role as promoter, influencer, determiner and purchaser. Children are the users, but parents are the decision makers. Their relationship is too complicate to tell them apart. What are the attributes that parents care the most?

The study applies five dimensions of PZB service quality model (SERVQUAL Scale) including tangibles, reliability, responsiveness, assurance and empathy as a survey basis to develop nineteen items, trying to find out students expectations and perceptions through qualitative method. By adopting Kano model to design questionnaires with question pairs (positive and negative) to survey parents. Each service quality attributes is then analyzed and classified into one of the five quality attributes from parents’ perspective. There are four must be quality items, two one-dimensional quality items, four reverse quality items, five indifferent items, and four ineffective items. Besides, further integration to explore each service quality to enhancing satisfaction and elimination of dissatisfaction influence degree.

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