國民小學學校特色行銷與家長滿意度關係之研究－以南投縣二所小型國民小學比較為例

A Study of the Relationship between the Characteristic of the Elementary School with the Marketing strategies and Satisfaction of the Students’ Parents--- A Case Study as two small Elementary Schools in Nantou County.

陳幸惠(Hsing-Hui Chen)

指導教授 ： 陳嫈郁

國立暨南國際大學/人文學院/公共行政與政策學系/碩士(2011年)

https://doi.org/10.6837/NCNU.2011.00047

摘要

論文摘要

本研究主要探究南投縣二所小型國民小學之學校特色行銷與家長對於學校滿意度之間的關係。探討南投縣二所小型國民小學之學校特色、學校行銷策略與家長滿意度現況；分析不同背景變項之家長，其知覺學校特色、學校行銷策略與家長滿意度之差異情形；探析學校特色、學校行銷策略與家長滿意度彼此的關係。
本研究以問卷調查法進行，取樣對象為南投縣二所小型國民小學之學生家長。本研究獲致以下結論：
一、學生家長大致上都能了解學校發展的特色。
二、學生家長大都能清楚學校推動的行銷策略。
三、學生家長大體上對於學校抱持較佳的滿意度。
四、不同背景之學生家長所了解的學校特色差異並不大。
五、不同背景之學生家長所清楚的學校行銷策略相當一致。
六、不同背景之學生家長對於學校的滿意度略有所不同。
七、學校特色與學校行銷策略具有相當高的關聯性。
八、學校特色與家長滿意度具有不錯的關聯性。
九、學校行銷策略與家長滿意度具有極高的關聯性。
最後，本研究依據結論，針對研究結果與未來相關研究提出建議。

關鍵字

學校特色 ； 學校行銷 ； 家長滿意度

並列摘要

Abstract:

The purpose of this study is to explore the relationships between the school features on the marketing of two small elementary schools and parental satisfaction at the elementary schools, to understand the school features of two elementary schools in Nantou County, the school marketing and parental satisfaction, to analyze different background variations of parents, aware school features, the strategies of the school marketing, and the difference of parental satisfaction, to investigate school features, the relationships between the strategies of the school marketing and the parental satisfaction.
The research was adopted questionnaire and the samples are the parents of two small elementary schools in Nantou County.
The results of the study are as follows:

1.The aware level of parents for the school features tends well.
2.The parents’ perception on the strategies of the school marketing tends significantly.
3.The level of parental satisfaction shows a significant level.
4. The different background variations of parents present rarely different to the school features.
5. The different background variations of parents present no obvious different to the strategies of the school marketing.
6. The different background variations of parents present the different of parental satisfaction.
7. The school features and the strategies of the school marketing has a high positive relationship.
8. The school features and the level of parental satisfaction has a medium positive relationship
9. The strategies of the school marketing and the level of parental satisfaction has a high positive relationship.
Finally, according to the conclusions, this research has the suggestions for the findings and the relative reserch in the future.

並列關鍵字

School Features ； School Marketing ； Parental satisfaction

參考文獻

參考文獻

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