| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 103 === With the trend of fewer children toward the private senior and vocational high schools, incentives are so important that schools have to meet parents’ demand. This study aims to investigate impacts of relationship marketing and service quality on parents’ loyalty in the case of M school in Kaohsiung City. The method used in this study is undertaking a survey, which some stratified random samples of 300 were distributed and 230 valid samples were returned, indicating a 76 percent of valid return rate. By using SPSS analysis, the major findings are summarized as follows :
(1) Relationship marketing has positive and significant effect on parents’ loyalty, particularly the effect of financial and social aspects are the most significant,
(2) Service quality has positive and significant effect on parents’ loyalty, particularly the effect of students’ achievement, parent-teacher interaction, and learning environment are the most significant, and
(3) Different demographic variables have no significant difference on relationship marketing, service quality, and parents’ loyalty.
Based on this study, the followings are suggestions:
(1) In order to enhance parents’ loyalty, more transparent and flexible incentives should be offered to students, especially to students’ learning achievement and outstanding performance obtained from outside competition,
(2) With respect to school management, it should pay attention to teacher empowerment forming solidarity to develop school features achieving high quality school image.
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