| Summary: | 碩士 === 國立中正大學 === 教育學碩士在職專班 === 107 === A Study on the Marketing Strategy, School Brand and Parent Satisfaction of Elementary Schools in Yunlin
Meng-Jung Chung
Graduate Institute of Education National
Cheng Chung University
Abstract
The purpose of this study is to investigate the current situation of school marketing strategy, school brand and parental satisfaction of Yunlin County Public Primary Schools. This study adopts the questionnaire survey method, taking 382 parents of Public Primary Schools in Yunlin County as the research objects. Using Statistical Package for the Social Sciences (SPSS), independent sample t-test, single-factor variance analysis, Pearson product difference correlation and linear regression are used to analyze the data. The following conclusions were obtained:
1. The parents of Yunlin County Public Primary Schools perceive that the school marketing strategy is medium to high, with the “people” level being the best.
2. Parents of different ages are aware of the school marketing strategy differently. There are significant differences in "products" and "channels" dimensions. Parents of different academic qualifications perceive school marketing strategies with significant differences in "products", "channels" and "people"; but different genders of student parents are aware that there is no difference in school marketing strategies.
3. The parents of Yunlin County Public Primary Schools perceive the school brand as medium to high, with the “experience” dimension being the best.
4. Parents of different ages have noticed significant differences in school brands; parents of different academic qualifications perceive school brands with significant differences in “functionality” and “symbolicity”; however, parents of different genders perceive that there is no difference in school brand.
5. The satisfaction level of parents in Yunlin County Public Primary Schools is high, with the “teaching guidance” is the best.
6. Parents of different ages have different levels of satisfaction with schools. Among them, there are significant differences in “administrative services”; however, parents of students of different genders and qualifications have no difference in parental satisfaction.
7. The marketing strategy, school brand and parental satisfaction of Yunlin County Public Primary Schools are highly correlated.
8. The marketing strategy and school brand of Yunlin County Public Primary Schools have positive influence on the whole and all levels of parental satisfaction.
Keywords: School marketing strategy, school brand, parental satisfaction
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