從服務品質與學校形象的觀點探討學校創新經營對選校意願之影響─以桃園縣公立國民中學為例

A Study on the Interaction of School Innovation Management and School Selecting Intentions via Service Quality and School Image: The Case of Public Junior High Schools in Taoyuan County

鄭筱慧(Hsiao-Hui Cheng)

指導教授 ： 劉祥熹

國立臺北大學/商學院/國際企業研究所/碩士(2011年)

摘要

少子化浪潮的襲擊之下，儘管受限於學區的選擇限制，仍有愈來愈多的家長不惜時間與金錢的付出，以遷戶口、寄籍的方式為子女選擇心目中理想的學校，公立國民中學因而面臨裁併減班的生存危機，創造學校的獨特教學風格與學習文化、發展與他校所有區隔的學校特色至此勢不可擋。本研究旨在剖析學校創新經營、服務品質、學校形象與家長選校意願之關係，藉此給予公立國民中學經營策略上之見解與作法，冀能提供公立國民中學就創新經營、服務品質與學校形象方面之策略方向，並提供家長選校決策之建議。
本研究採問卷調查法蒐集實證資料，進行人口統計變數、信度與效度檢測、重要度－滿意度交叉分析、因素分析、LISREL…等相關計量方法的實證分析。研究結果發現，學校創新經營對服務品質與學校形象皆呈現正面的影響效果，服務品質與學校形象對選校意願呈現正面的影響效果，服務品質對學校形象呈現正面的影響效果，服務品質與學校形象於本研究模型中雙雙扮演有效且正面的中介性角色。

關鍵字

學校創新經營 ； 服務品質 ； 學校形象 ； 選校意願

並列摘要

In the background of fewer and fewer children, more and more parents think twice to choose an ideal school for their children regardless of the cost of money and time. Public junior high schools, therefore, face the survival crisis of school size reduction. It is important for them to create its own teaching style and learning culture to discriminate itself from other schools to attract more attention of students’ parents and keep their trust. The main purpose of this study is to explore the relationships among school innovation management, service quality, school image and school selecting intentions for public junior high schools in Taoyuan. The results of this study provide information on how to retain and attract more students for public junior schools as well as school selecting strategies for students’ parents.
Data have been collected in the form of questionnaires. The empirical analyses consist of reliability test, validity test, importance-satisfaction analysis and LISREL. The empirical results reveal that school innovation management has a positive effect on service quality and school image, that not only service quality but school image has a positive effect on school selecting intentions, and that services quality has a positive effect on school image. Moreover, this study finds that both service quality and school image play effective and positive intermediary roles in the research model adopted in this study.

並列關鍵字

School Innovation Management ； Service Quality ； School Image ； School Selecting Intentions

參考文獻

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