學校行銷策略、學校品牌形象與家長滿意度之相關研究

A Study of the Relationships among School Marketing Strategy, School Brand Image and Parental Safisfaction

余美惠(Mei-Huei Yu) ； 陳斐娟(Fei-Jean Chen)

《明道學術論壇》 8卷2期 (2012/06) Pp. 3-23

https://doi.org/10.6953/MJ.201206.0003

摘要

提升家長對學校的滿意度為國小學校經營的重要課題，探討國小家長對學校行銷策略及學校品牌形象的知覺有助於了解提升家長滿意度的的助力及問題，然而相關研究甚少。本研究聚焦探討國小家長的學校行銷策略、學校品牌形象與家長滿意度知覺狀況及彼此間之相關情形和預測分析，結果顯示學校行銷策略整體現況為中上程度，以「通路策略」層面最高；經驗性品牌形象知覺優於功能性和象徵性品牌形象；在家長滿意度上，對教學品質最為滿意。整體學校行銷策略、學校品牌形象與家長滿意度會因家長教育程度、學校地區背景因素不同而有顯著差異；學校行銷策略、學校品牌形象與家長滿意度彼此間有中度至高度正相關存在，且學校行銷策略與學校品牌形象二者皆對家長滿意度具有預測力，以「經驗性品牌形象」最具預測力。

關鍵字

國小家長 ； 學校行銷策略 ； 學校品牌形象 ； 家長滿意度

並列摘要

This study aimed to investigate school marketing strategy, school brand image and school safisfaction of elementary schools' parental perception in Changhua County. Instrument employed in the study were questionnaires. The participants were 516 parents of the 100 academic year public elementary schools in Changhua County. The method of analysis used were SPSS 12.0 including descriptive statistic, ANOVA, Pearson product-moment correlation and Stepwise multiple regression. The results were as follow:1. School marketing strategies were well and place strategy was revealed significantly.2. School brand image, especially experiental brand image, was the highest.3. School satisfaction, particularly teaching quality, was shown significantly.4. Significant differences of school marketing strategy was shown due to parents' identity, level of education and school district. Significant differences of school brand image and school satisfaction were revealed due to level of education and school district.5. Moderate to high positive correlation existed between school marketing strategy, school brand image and school satisfaction.6. Dimensions of school marketing strategy and school brand image could influence parents' school satisfaction , particularly experiental brand image.

並列關鍵字

Elementary School ； Parents ； School Marketing Strategy ； School Brand Image ； Parental Satisfaction