國民小學學校行銷與學校滿意度之研究

A Study of the Relationship Between School Marketing and School Satisfaction in Elementary Schools

陳宏昶(Hung-Chang Chen)

指導教授 ： 陳家祥

元智大學/管理學院/管理研究所/碩士(2009年)

摘要

本研究主要目的在探討國民小學學校行銷與學校滿意度之研究，瞭解國民小學學校行銷與學校滿意度之現況與關連，及家長背景對關連性之干擾情形，並根據研究結果提出具體建議，做為教育行政機關、國民小學教育人員之參考。
本研究採取文獻分析法和問卷調查法，以桃園市某國民小學家長為對象，採分層叢集抽樣。本研究，共計發出323份問卷，回收268份，有效問卷259份，有效回收率達80.2%。所得資料以描述性統計、皮爾森積差相關、t檢定、單因子變異數分析與薛費事後比較、調節迴歸等統計方法分析，獲得以下結論：
一、國民小學學校行銷現況屬中上程度，以人員與產品層面表現較佳。
二、國民小學學校滿意度現況屬中上程度，以教學與輔導層面表現較佳。
三、國民小學家長對學校行銷的知覺，會因家長年齡、學歷的不同，部份有顯著差異。
四、國民小學家長對學校滿意度的知覺，不會因家長背景的不同而有顯著差異。
五、國民小學學校行銷整體層面與學校滿意度呈現正相關。
六、國民小學學校行銷各層面與學校滿意度呈現正相關。
七、國民小學學校行銷與學校滿意度的關連，不會因家長背景的不同而有顯著差異。
根據上述研究結果，針對國民小學學校行銷與學校滿意度，提出幾點建議：
一、對教育行政機關的建議
（一）研擬合適的師資甄選制度，遴選優秀人員從事教職
（二）彈性開放就讀學區，促進學校行銷發展，提升學校滿意度
（三）規劃辦理學校行銷相關進修，提升教師行銷知能
二、對國民小學學校單位的建議
（一）成立學校行銷小組，積極推動學校行銷
（二）鼓勵教師研究進修，落實教師考核
（三）對不同背景家長，提供不同的教育服務
（四）強化學校推廣運作，樹立學校形象特色
（五）充實教學設備，建立優質學校環境
三、對後續研究的建議
（一）在研究方法方面，可用深度訪談來蒐集更多實徵資料。
（二）在研究變項方面，納入更多的變項或因素來探討對學校滿意度的影響。
（三）在研究對象方面，擴大研究對象的範圍包括鄰近學校及家長以外人員。

關鍵字

學校行銷 ； 學校滿意度

並列摘要

The purpose of this study is to address the relationship between school marketing and school satisfaction in an elementary school and gain an understanding about the current school marketing and the level of satisfaction towards school. Considering the relationship between the two, and taking the background of the parents into account, we took a closer look at the results of the studies and applicable implementations as a reference for educational administrations and the educators in the elementary schools.
The research was conducted by literature review and questionnaire survey. The current research treats parents of An Elementary School in Tao-Yuan County as the population and utilizes the method of stratified-cluster sampling for picking up the experimental samples. The total sampling population was 323. It obtained 268 validated questionnaires, and the effective data are 259 sample. The feedback is up to 80.2%. The data were analyzed by descriptive statistic analysis, t-test, one-way ANOVA, Scheffe’s test and moderated regression analysis for statistical test. The results of the study are as follows：

1.The elementary school marketing rate was higher than average. The ratings were particularly higher in the performance of staff and products.
2.The elementary school satisfaction rate was higher than average. The ratings were particularly higher in teaching and counseling performance.
3.The parents’age and education played a partially significant role in the perception of school marketing.
4.Parents’background played an insignificant role in the perception of parents’ school satisfaction.
5.The correlation between school marketing and school satisfaction was positive.
6.The correlation between every facts of school marketing and school satisfaction was positive.
7.Parents’background played an insignificant role in the relation between school marketing and school satisfaction.

According to the results, the study provided some suggestions for educational administration organization, school administrations, and the further studies to conduct school marketing to promote school satisfaction in the future.

並列關鍵字

school marketing ； school satisfaction

參考文獻

黃俊英（1997）。行銷學。台北：華泰書局。

楊錦洲(2001)。顧客需求與滿意度調查，台灣檢驗科技股有限公司。

江建良(1995)，服務品質與顧客滿意之探討，企銀季刊，第21卷，第2期，頁36-48。

戴國良（2002）。行銷管理。台北：五南。

林佑璐（2006）。家長對兒童課後照顧服務品質與滿意度之研究∼以台北市公立國小低年級為例。中國文化大學生活應用科學研究所碩士論文，台北市。