根據教育部統計處調查發現,全國國中學生數滑落速度有自由落體般快速,故學校在面對少子化的來臨,未來學生人數過少的國中、小,其減班或廢、併校勢必在所難免,然而研究亦指出家長對學校行銷策略的滿意度能有效預測家長對學校的認同度。因此,學校更需要掌握家長的滿意度、忠誠度以強化學校的競爭力;但在特別偏遠地區其人力及資源較為匱乏的小校該如何提升家長對學校的忠誠度,實值深入探究。職此之故,本研究以嘉義縣一所特別偏遠地區的國民中學為例,針對該校之學生家長進行問卷調查,以探討在現今少子化以及偏遠地區招生困難等情形下,學校的關係行銷策略與家長忠誠度之間的關係,進而以統計分析來驗證兩者間的相關性,並藉本研究結果,提供日後研究或學校參考與應用。
According to a survey from the Statistics Department of the Ministry of Education, the number of junior high school students drops drastically. Regarding to the low birth rate, preventing merge, cancel, or abate numbers of classes will be a big challenge for school management. A study pointed out that they can predict the recognition level from parents to school by monitoring the parental satisfaction to school marketing strategy. Therefore, in order to strengthen the competitiveness, schools need to know parental satisfaction and loyalty. For a small school in a particularly remote area, however, lack of manpower and resources how to enhance the parents' loyalty to schools is worth to discuss more. This study take the Chiayi County Junior High School for example, which located in a particularly remote areas. This study survey the parents to identify the correlation between school marketing and parents. Results of this study could provide for future research or a reference for schools researcher.