| Summary: | 碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 106 === 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.
Keywords: School Marketing Strategy, School Brand Image, School Identity, Parental Satisfaction
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