The Study on the Perspective of Parents among Brand Images, Satisfactions, and Loyalties in the School's Characteristic Extracurricular Activities- A Case Study on FuShing Junior High School's Drama Club in YiLan

• Main Authors: HSIAO,PEI-YIN, 蕭珮穎
• Other Authors: TSAI,CHIH-MING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/r3jf37

碩士 === 醒吾科技大學 === 行銷與流通管理系所 === 107 === 　　The purpose of this study is to explore the relationship between parents' brand image, satisfaction and loyalty of the featured associations, and take the example of the FuShing Junior High School's " Drama Club " in Yilan County. First, based on the relevant literature theory, establish a research structure. Then, Yilan County the FuShing Junior High School's parents were selected as research subjects, and questionnaires were issued for investigation. A total of 312 official questionnaires were distributed, 56 invalid and unrecovered questionnaires were deducted, and 256 valid questionnaires were used. The questionnaire recovery rate was 82.05%. The data were analyzed using SPSS 20 statistical software, and descriptive statistics, independent sample t-test, single-factor variance analysis, regression analysis and other methods were used. It is hoped that it will help the school to develop distinctive characteristics and shape the brand in the future, and enhance parents' recognition and loyalty to the school. 　　The results of this study found that: 1. Parents have a positive and significant correlation with the brand image perception of the featured clubs and the satisfaction of the clubs. 2. The parents of the school have a positive and significant correlation with the brand image recognition of the featured clubs and the school loyalty. 3. Parents have a positive and significant association with the community satisfaction of the featured clubs and school loyalty. 4. Parents of members of special associations and parents of members of special associations, cognition of brand image of featured associations, community loyalty There is a difference between honesty and school loyalty. 　　 Finally, this study proposes practical recommendations for the research results as the basis for the school's reference to the business direction of the featured associations.