A study on the satisfaction of the elementary school parents toward the function of school marketing in Hsin Chu County

• Main Authors: WU CHUAN FANG, 吳娟芳
• Other Authors: LO CHING SHUI
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/85105875149116719193

碩士 === 國立新竹教育大學 === 人資處學校行政碩士班 === 95 === A study on the satisfaction of the elementary school parents toward the function of school marketing in Hsin Chu County Abstract The purpose of this study aims at treating the satisfaction of the parents toward the function of school marketing. It includes the connotation, strategy, the satisfaction of the parents toward school marketing, and analysis of the different background items. The main method makes use of the questionnaires survey. First, I develop the structure and the questionnaires through analyzing documents. Then, according to specialist validity choosing the good quality items and revises them into the formal questionnaires. Third, I pick the 513 samples from the parents of 21 public and private schools in Hsin Chu County. Finally, I obtained 448 validated questionnaires, and feedbacks are up to 86.8%. The effective data are 423 samples, feedback are up to 82.0%. According to the outcome of data analysis by SPSS 12, I use the Mean, Standard deviation, T-Test, One-way analysis of variance reaches the following conclusions. A. The perspectives of the elementary school parents toward the marketing target are ranking the priority are parents, next are the community, last are students. B. The functions of marketing enforce the centripetal force between parents and students are claimed to top priority. Next goes with the identification of parents’ understanding. Third is the efficacy and efficiency. To create the image and to get public praise are the forth. The last is increasing the power of competitiveness, and achieve the school educational goal. C. The attitude to the aspects of students participant the marketing activities, parents consider hold more flee markets or garden parties, field trips, graduation trips, students’ regular performance exhibitions, the anniversary celebration of the funding of schools such as athletic games, reading activities are make student partial to schools. D. The strategies of increasing parents’ identification are main marketing by holding the anniversary celebration of the funding of schools such as athletic games, garden parties, promoting students achievement, teaching performance displays, advance school equipments, and an informal discussion meeting with parents. E. The main reasons that influence the impacts of parents is students’ lower achievement, school staffs’ unpleasant attitude, the less interaction between school and parents, the inefficient of professional teaching quality, the school staffs’ identification. F. The elementary school parents considered the integral school marketing are tended to satisfaction. The interact marketing is the most ideal one, the external marketing is the second one. G. The different satisfaction of parents in different backgrounds are such as elder female, numbers of class are unstable, have the experience of being parents committee or the representatives , the numbers of class are 7~12, high educational background and income, the less children studying in elementary are getting higher satisfaction. H. In open questions, the school teacher teaching relative activities are highly approbation. However, the school accommodation & equipments, campus safety, commute and traffic control is needed to improve. Key words: elementary, school marketing, the satisfaction of school marketing.