Research And Promotion Strategies On The Parental Satisfaction Of Tianjin K12 Private Training Education Institutions

With the increasing number of K12 students and awareness of parents’ investment towards children’s education,the popularity of "K12 Education" has increased dramatically.K12 Private Training Education Institutions as important learning channels to supply and deepen students’ knowledge after school life are flourishing,however,some critical problems have exposed as well.In reality,K12 Institutions are facing thorny problems of parent’s dissatisfaction,complaints,refunds and disputes.Through empirical research,this thesis aims to explore the influencing factors of parental satisfaction as well as the impact of parental satisfaction and parental value perception on parental loyalty,to analyze the inter-factor influencing mechanism,and to propose detailed suggestions to improve parental satisfaction level.Firstly,on the basis of customer satisfaction theories and previous scholars’ achievements,Parental Satisfaction Model of Tianjin K12 Private Training Education Institutions is constructed,which contains 7 latent variables.12 direct-effect hypotheses and 2 intermediary-effect hypotheses are built up.Secondly,combined with the operating mechanism of K12 Institutions and actual needs of parents,measure items of the seven latent variables are sorted and adjusted,some are added and modified.An initial questionnaire is formulated.Thirdly,pre-research project is conducted.Through the analysis of 145 valid questionnaires,2 items with substandard reliability and validity are eliminated,and therefore,a formal research questionnaire is formed after all.Subsequently,formal research is conducted and a total number of312 valid data is collected.Structural Equation Model analysis method is used to analyze and calculate the data.The result shows that 3 paths from parental expectation to parental satisfaction,perceived institutional service quality,and parental value perception are not significant,while the other 11 route assumptions are all supported by verification.Moreover,the impact of these influencing factors on parental satisfaction is ranked from large to small as perceived institutional image and facilities,perceived institutional teaching quality,parental value perception,perceived institutional service quality.Finally,based on the influencing factors,detailed suggestions to improve parental satisfaction of K12 Private Training Education Institutions are given.