國中關係行銷策略對家長滿意度之影響－品牌形象的干擾效應

The Influence of Junior High Schools' Relationship Marketing Strategies on Parental Satisfaction: The Moderating Effect of Brand Image

陳惠文(Hui-Wen Chen)

《學校行政》 73期 (2011/05) Pp. 103-124

https://doi.org/10.6423/HHHC.201105.0103

摘要

本研究旨在探討國中關係行銷策略對家長滿意度之影響，其中以學校品牌形象為干擾變數。由台南市公立國民中學20所學校中隨機抽取四所學校，再對一、二、三年級各抽取一個班級，發放問卷給學生家長，共獲得326份有效問卷，以階層迴歸分析驗證各研究假說。研究結果發現：(1)學校關係行銷策略（含財務型、社交型和結構型）對家長滿意度具有正向的顯著影響。(2)學校品牌形象愈好，財務型和社交型關係行銷對家長滿意度的正向影響愈大，但學校品牌形象不會干擾結構型關係行銷對家長滿意度的影響。

關鍵字

品牌形象 ； 家長滿意度 ； 關係行銷策略

並列摘要

This study aims to explore the influence of junior high schools' relationship marketing strategies on parental satisfaction. In the research, the brand image of schools is used as a moderating variable. There are forty public junior high schools in Tainan city, and four schools were randomly selected. One class was randomly selected respectively from the first, second and third grade of the selected schools, and we delivered questionnaires to their parents. A total of 326 questionnaires are valid and in accordance with hierarchical regression analysis to testify each research hypothesis. The results show: First, schools' relationship marketing strategies, including financial-type, social-type and structural-type, have positively significant influences on parental satisfaction. Second, with better brand image of schools, financial-type and social-type relationship marketing strategies have more positively significant influences on parental satisfaction. However, the influence of structural-type relationship marketing strategies on parental satisfaction is not moderated by brand image of schools.

並列關鍵字

brand image ； parental satisfaction ； relationship marketing strategies

參考文獻

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