| Summary: | 碩士 === 國立暨南國際大學 === 教育政策與行政學系 === 102 === The trend of population decline and democratization, in addition to the rise of parent involvement, parents actively participate the school’s administration. As a result, to increase the satisfaction of school’s administrative service has become extremely important. Therefore, through marketing strategies to establish impressive school image has become the first priority.
The purpose of this research is to explore the awareness of parents towards the school administrative service through the use of marketing strategies. The various variables among parents’ awareness towards school marketing strategies and the satisfaction of administrative service were analyzed. Also, the relationships of marketing strategies used by school and the satisfaction of school administrative service were also studied.
The research methods used is questionnaire survey method. The researcher read related research review, the research structure was developed. Secondly, the questionnaire of 「Parents’ awareness of marketing strategies and the satisfaction of school administrative service of Nantou County」questionnaire was developed by the research. Lastly, the collecting data was analyzed and confirmed with the literature review. This study utilized stratified sampling to select subjects. The subjects are 974 parents from 25 schools. There are 753 returned questionnaires. The returned rate is 77.3%. The data was analyzed by mean, standard deviation, t-test, one-way AVONA, Pearson product-moment correlation, and regression analysis. The results of this study are stated as follows:
1. The parents’ awareness of Nantou County towards school marketing strategies
tends to be positive. The scores are above average, among which the personnel
strategy scores the highest.
2. The parents’ awareness of Nantou County towards school administrative service is
above average. The overall satisfaction scores the highest.
3. The awareness of parents’ awareness with different age towards school marketing
strategies is statistically significant.
4. There is no significant difference between the parents’ awareness of school
marketing strategies among parents with different occupation and different gender.
5. There is statistical difference of the parents’ awareness of school marketing
strategies of parents with different educational status. Parents with junior high
diploma or lower has higher scores than those with college university degree.
6. There is statistical difference of parents’ attitude toward the level of satisfaction of
school’s administrative service. The older the subject, the higher the satisfaction is.
7. Parents with different gender and different occupation, there is no significance
towards the level of satisfaction of administrative service.
8. Parents with different educational status reveal significant difference towards level
of satisfaction of administrative service. Parents with high school diploma appear
higher satisfaction than those with college or university degree.
9. There is positive correlation between Nanout County parents’ awareness of school
marketing strategies and school administrative service.
10. Among the four levels of awareness of Nantou County parents’ of school
marketing strategies, the personal strategies factor has the highest predictive value.
Lastly, researchers made suggestions for the administrative authorities, school administrators, teachers, parents and future related researchers. Therefore, they can plan for their school marketing accordingly.
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