In Taiwan, most tutoring service providers believe that having an excellent track record or academic performance, along with upscale facilities and instructors who graduated from prestigious universities, is the sole factor influencing consumers’ choice of tutoring centers. However, there are quite a few tutoring centers that lack outstanding records or performance, have ordinary facilities, and employ instructors who did not graduate from top universities. Surprisingly, these centers still receive positive recognition from consumers. Clearly, there are other factors at play that affect the quality of tutoring services and customer satisfaction. This study aims to explore whether attending or possessing certain features automatically leads to satisfaction, or if the absence of these features results in dissatisfaction. Could it be that having certain features satisfies consumers, but lacking them doesn’t necessarily lead to dissatisfaction? Or perhaps consumers remain indifferent regardless of whether these features are present or absent? Additionally, does having certain features prevent dissatisfaction, while their absence causes it? To investigate this, the study employs the Kano Two-Dimensional Quality Model and conducts focused interviews. It identifies six major quality dimensions related to tutoring centers and administers a questionnaire with 137 positive and negative items. The study collected 133 valid responses and categorized them based on the Kano model’s attributes. The hope is that this research will assist tutoring businesses in identifying various factors that impact their service quality satisfaction.
