| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === The 「National Educational Law」amended in 1999 has encouraged the development of non-government education. According to the statistics of Education Ministry, in 17 private junior high schools, there are 7 bilingual ones, and in 38 private elementary schools, there are 15 bilingual ones in Taiwan in 2007 academic year. Totally, 90,000 private junior high school students and 30,000 private elementary school ones study over there. Besides, 682 teachers and staff also devote themselves to junior high school and 1,800 in elementary school. However, how do parents judge the quality of schools among 2,600 government elementary schools and 700 public junior high ones? In the trend of globalization in 21st century, to improve students’ language ability is really critical. Therefore, more and more bilingual schools have been continuously held. It provides more choices for the parents. To provide a good education environment becomes one of the most important issues for the management of private schools.
Under the circumstances, this research is based on the commitment-trust theory of relationship marketing built by Morgan & Hunt in 1994. We try to discuss the suitable marketing strategy by playing the private bilingual school role.
We adopt the questionnaire design as the main research methodology. The causality of variables is decided by the questionnaire referred to related documents. We also consulted with education professionals, adviser and other related people when designing the content of the questionnaire. Then the statistics of the questionnaire outcome is accounted for the follow-up analyses and the drawing conclusion.
According to the outcome of data analysis, we raise some comments to the private bilingual schools for their marketing strategy. Because of the extreme competition among the private schools, the management of the schools should thoroughly understand various needs from parents and students in order to provide the high-quality service and pursue the strategy of sustainable development.
Key word：Relationship Marketing、Trust、Perceived value、Customer commitment
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