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| 題 名 | 學校行銷、學校形象、學校認同度及家長滿意度之研究--以宜蘭縣宜蘭市國民中學為例=The Research of the School Marketing Strategy, School Brand Image, School Identity and Parent's Satisfaction of Junior High School in Yilan City, Yilan County |
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| 作 者 | 藍俊雄; 溫文斌; | 書刊名 | 兩岸職業教育論叢 |
| 卷 期 | 2:1 2018.10[民107.10] |
| 頁 次 | 頁7-17 |
| 分類號 | 524.6 |
| 關鍵詞 | 學校行銷; 學校形象; 學校認同度; 家長滿意度; School marketing strategy; School brand image; School identity; Parental satisfaction; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 本研究目的在探討學校行銷、學校形象、學校認同度及家長滿意度之關係。首先根據相關文獻理論,參考宜蘭縣宜蘭市教育現況及需求,建立研究架構。然後以宜蘭縣宜蘭市的公立國民中學家長為研究對象,發放問卷進行調查。問卷共發放440份,扣除無效問卷36份,有效問卷為404份,有效回收率為92%。資料使用SPSS 20統計軟體進行分析,採用描述性統計、獨立樣本t檢定、單因子變異數分析、迴歸分析等方法進行研究。透過本研究,希冀有助於學區內學校後後發展學校特色、推動行銷工作、建立起學校的形象,以增加學校的認同度,最後達成家長滿意度本研究所獲得結論如下:1.學校行銷對學校形象有顯著正向的影響。2.學校行銷對學校認同度有顯著正向的影響。3.學校行銷對家長滿意度有顯著正向的影響。4.學校形象對學校認同度有顯著正向的影響。5.學校認同度對家長滿意度有正向顯著的影響。6.學校形象對家長滿意度有顯著正向的影響。7.學校認同度對學校行銷、家長滿意度有中介影響顯著。8.學校認同度對學校形象、家長滿意度有中介影響顯著。9.不同的年齡層家長對學校形象有顯著的影響,年齡在20~30歲的組別對於學校形象顯著差異較大。10.不同教育程度的家長對學校行銷、學校形象、學校認同度、家長滿意度皆沒有顯著的影響。最後,本研究針對研究結果提出實務上的建議作為學校在教師教學專業提升上及學校行政團隊經營方向參考的依據。 |
| 英文摘要 | This study focuses on exploring the relationships among school marketing, school brand image, school identity and parental satisfaction. First of all, the research framework was established referring to the current situation and needs of education in Yilan City. Then, a questionnaire survey was conducted, and parents whose children attend the public middle school in Yilan City were randomly selected as the research participants. A total of 440 questionnaires were distributed. To eliminate 36 invalid questionnaires, 404 valid questionnaires, the effective questionnaire recovery rate was 92%. The data were analyzed using SPSS software, and other methods such as descriptive statistics, Independent-Sample T Test, One-way ANOVA, and regression analysis were also adopted. With a view to developing characteristics, promoting marketing strategies, and establishing school image, this study hopes to assist schools in the district to gain a widespread recognition and parental satisfaction. Key findings of the study are as follows: 1. School marketing has a significantly positive effect on the school brand image. 2. School marketing has a significantly positive effect on school recognition. 3. School marketing has a significantly positive effect on parents' satisfaction. 4. The school brand image has a significantly positive effect on school recognition. 5. School recognition has a significantly positive effect on parents' satisfaction. 6. The school brand image has a significantly positive effect on parents' satisfaction. 7. Moderate correlation exists among school recognition, school marketing and parents' satisfaction. 8. Moderate correlation exists among school recognition, school image and parents' satisfaction. 9. Parents of different age groups have a significant influence on the school image. There is a significant difference for the group aged 20 to 30. 10. There is no statistically significant difference for parents of different education levels to show correlations among school marketing, school image, school recognition and parent's satisfaction. In conclusion, based on the research results, the study puts forward some practical recommendations as the reference for the administrative teams to manage their direction and for teachers to improve their profession in the future. |
本系統中英文摘要資訊取自各篇刊載內容。