| Summary: | 碩士 === 淡江大學 === 教育政策與領導研究所碩士班 === 96 === The purpose of this study was to investigate junior high cram school parents’ perceptions of cram schools’ marketing strategies and customer satisfaction in Taipei city.
This study was conducted through questionnaires. The questionnaires were derived from the literature reviews, and then the questionnaires were pre-tested for reliability and validity. The samples consisted of 508 junior high cram school parents in Taipei City.
Findings of the study were as follow：
1. Parents perceived a high level of cram schools’
marketing strategies.
2. Parents perceived a high level of customer satisfaction.
3. There were significant differences in parents’
perception of cram schools’ marketing
strategies based on level of education and family
income.
4. There was no significant difference in parents’
perception of customer satisfaction based on gender,
age, level of education, vocational, and family income.
5. Cram schools’ marketing strategies was significantly
related to customer satisfaction.
6. Cram schools’ marketing strategies was a strong
predictor of customer satisfaction.
Finally, suggestions based on the above research findings were cram schools’ operators, staffs and future researchers.
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