Study on the Relationship of Customer Relationship, Brand Image, and Customer Loyalty ¡V A Case Study of a Chain Cram School in Kaohsiung City ABSTRACT This study aimed to investigate the customer relationship, brand image, and loyalty that the parents of students came from a chain cram school in Kaohsiung City had towards that cram school. The parents of the students who are studying in this cram school and relevant after-school education were the study subjects. Questionnaire investigation was performed and 300 copies of questionnaires were sent and 276 copies were received, where 42 copies of invalid questionnaires were eliminated; thus, there were 234 copies of valid questionnaires in total and the questionnaire efficiency was 84.78%. The statistical methods that this study applied included descriptive statistics, Pearson's product-moment correlation, independent-sample t-test, one way ANOVA, and stepwise multiple regression. The following results were drawn after empirical analysis from different backgrounds of the students¡¦ parents: 1. For customer relationship, overall brand image and every aspect of brand image, and willingness to purchase again of the parents¡¦ feeling towards the cram school, female parents scored higher than male parents; while male parents scored higher on price tolerance, willingness to recommend, and overall feeling of customer loyalty than female parents. 2. For 41 to 50 year-old-parents, they scored lower on brand value of cram school and willingness to recommend than parents who were under 40 years old; however, they scored higher on customer relationship, brand image, overall customer loyalty, and every aspect of customer loyalty than parents from all other age groups. 3. Parents graduated from high school and/or vocational school (and lower education level) only scored lower on brand strategy and willingness to recommend, they scored higher on customer relationship, brand image, overall customer loyalty, and every aspect of customer loyalty than parents from all other education levels. 4. The consciousness of parents who are government employees and housekeepers was higher on customer relationship, overall loyalty, and every sub-aspect of loyalty towards the cram school. For parents who work in technology manufacturing industry and governmental organizations, their consciousness was higher on overall brand image and every sub-aspect of brand image towards the cram school than the parents with other occupations. 5. The consciousness of parents with higher average monthly income was higher on customer relationship, brand image, overall loyalty, and every sub-aspect of loyalty towards the cram school than parents with lower income. 6. The consciousness of parents with one child was higher on customer relationship, overall brand image, and every aspect of brand image than parents with two or more children. For overall customer loyalty and every sub-aspect of customer loyalty, the consciousness of parents with three or more children was higher than others. The research analysis result of the relationship of customer relationship of parents, brand image and customer loyalty is as follows: 1. Every aspect of customer relationship and overall customer relationship of parents, and every aspect of brand image and overall brand image of parents whose children studied in cram school were significantly and positively correlated, showing that the higher the score of customer relationship the parents had, the higher the score of brand image. 2. Every aspect of brand image and overall brand image of parents, and every aspect of customer loyalty and overall customer loyalty of parents whose children studied in cram school were significantly and positively correlated, showing that the higher the score of brand image the parents had towards the cram school, the higher the score of customer loyalty. Customer relationship and the difference of brand image were served as the criterion variable, and the predicting result analysis of customer loyalty is as follows: 1. The three major predictor variables of overall customer loyalty included ¡§brand marketing¡¨, ¡§brand strategy¡¨, and ¡§trust¡¨, where ¡§brand marketing¡¨ had the highest predicting ability. 2. ¡§Willingness to purchase again¡¨ was served as the criterion variable, and the three major predictor variables of overall customer loyalty included ¡§brand strategy¡¨, ¡§brand marketing¡¨, and ¡§customer communication¡¨, where ¡§brand strategy¡¨ had the highest predicting ability. 3. ¡§Price tolerance¡¨ was served as the criterion variable, and the two major predictor variables of overall customer loyalty included ¡§brand marketing¡¨ and ¡§trust¡¨, where ¡§brand marketing¡¨ had the highest predicting ability. 4. ¡§Willingness to recommend¡¨ was served as the criterion variable, and the four major predictor variables of overall customer loyalty included ¡§brand strategy¡¨, ¡§customer communication¡¨, ¡§brand value¡¨, and ¡§brand marketing¡¨, where ¡§brand strategy¡¨ had the highest predicting ability. Keywords: Chain Cram school, students¡¦ parents, customer relationship, brand image, customer loyalty