國民小學家長對學校行銷策略認知與學校滿意度關係之研究-以南投縣為例

A Study on Elementary School Parents’ Reaction between Educational Marketing Strategy and School Satisfaction - Take Nantou County for Example

林文斌(Wen-Ping Ling)

指導教授 ： 蘇文斌

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2011年)

摘要

本論文研製之主旨在探討南投縣國民小學學生家長對學校行銷策略的認知情形與學校滿意度的現況,並且探討學校行銷策略與學校滿意度的相關性。本研究採問卷調查法,以南投縣國民小學家長為研究對象,研究有效樣本數共計190份。研究工具為研究者自編之「國民小學家長對學校行銷策略認知與學校滿意度調查問卷」,統計方法以t考驗、多因子變異數分析、典型相關、逐步多元回歸分析等方法,將研究結果摘要如下：
一、南投縣國小家長對學校行銷策略及學校滿意度均為中上程度，學校外部行銷策略以「人員策略」分數最高,學校互動行銷策略以「建立親師溝通管道策略」最高，學校滿意度以「教學品質滿意度」最高。
二、不同收入的家長對學校外部行銷策略及學校互動行銷策略有不同的認知。
三、學校行銷策略與學校滿意度之間呈現高度正相關。學校外部行銷以「人員策略」的影響最大；學校互動行銷策略以「建立親師溝通管道策略」的影響最大。
四、學校行銷策略六層面中最能預測學校滿意度的是「人員策略」，其次是「建立親師溝通管道策略」、第三是「產品策略」。

關鍵字

學校行銷策略 ； 學校滿意度

並列摘要

The purposes of this study are to examine the development of Nantou County, parents of elementary school students on school marketing strategies of cognition and the status of school satisfaction，marketing strategies and explore the school and the relevance of school satisfaction.The questionnaire survey are conducted in the study, Parents of elementary school in Nantou County, as the research object, Of a total of 190 valid samples. The instrument designed by the researcher of the "elementary school parents on school marketing strategies of cognitive and school satisfaction survey" Statistical methods are useing t-test, multiple analysis of variance, canonical correlation, stepwise multiple regression analysis. The results of the study are summarized below：
1.Nantou County elementary school parents and school marketing strategies both in the degree of satisfaction. Schools external marketing strategy to "people strategy " are the highest scores. School interactive marketing strategy to "establish channels of communication strategy for parents and teachers"are the highest scores. School satisfaction with "satisfaction with teaching quality" are the highest scores.
2.Parents of different income outside of school and school interactive marketing strategies marketing strategies have different cognitive
3.School Marketing Strategies and school satisfaction were highly positive correlation between,.Schools external marketing of "people strategy" the greatest impact. School interactive marketing strategy to "establish channels of communication between parents and teachers strategies " the greatest impact
4.Six levels of school marketing strategies can best predict school satisfaction is the "people strategy " Followed by the "strategy of establishing channels of communication between parents and teachers, " and finally "product strategy"

並列關鍵字

Educational marketing strategy ； School satisfaction

參考文獻

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