| Summary: | 碩士 === 國立臺東大學 === 教育研究所 === 94 === Abstract
The study aims to discuss the junior high school parents’ cognition toward educational marketing strategy and school satisfaction and to analyze the differences of parents’ background variables. The literature review and questionnaire survey are utilized in the study. Among 1067 questionnaires served to parents in 15 junior high schools, 869 validated ones are collected. The data are analyzed by using the average, standard deviation, t-test, one-way analysis of variance and multiple stepwise regressions. The results of the study are as follows:
1. Parents’ cognition toward educational marketing strategy incline to be ‘close to generally consistent’ or ‘higher than generally consistent.’ Their cognition, from high to low level, are ‘promotion,’ ‘interaction,’ ‘place,’ ‘product’ and ‘price.’
2. Parents’ cognition toward school satisfaction tend to be ‘higher than generally consistent.’ Parents score schools’ ‘teaching quality’ as ‘higher than generally consistent’ while they score ‘administration service’ as ‘close to generally consistent.’
3. In the product dimension, male parents’ cognition are higher than females’. Parents’ educational background, occupations, and the number of the child who are studying also differ in price dimension: parents with junior high or elementary school degrees have more positive attitudes than those with senior high or vocational school degrees while those who do farming or fishing work tend to be more positive than those who do service work. Parents in ‘pretty off-track schools’ have more positive reactions than those who are in ‘off-track schools.’
4. Parents who have one child show more satisfaction with ‘teaching quality’ than those who have two or more children while those in ‘pretty off-track schools’ are more positive toward ‘administration service’ than those in ‘off-track schools.’
5. The relationship between educational marketing strategy and school satisfaction is positive.
6. Among the six dimensions of educational marketing strategy, ‘people’ has the greatest predictability while ‘place’ has the least.
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