| Summary: | 碩士 === 靜宜大學 === 管理碩士在職專班 === 97 === In an increasingly competitive education market circumstances, schools should provide student-oriented services and enable students to get a better education quality. Schools have to try to understand students’ needs and meet them. Therefore, school satisfaction must be surveyed for school administrators to know in what aspect they can improve the education quality. With the impact of parents’ selection right of education and market liberalization, school marketing strategy and recovery service are inevitably pivotal. How schools represent the characteristics of their own and create their unique style will do school enrollment better. Simultaneously, schools will be well received by parents and be praised by the local. This study aims to explore the correlation among school marketing strategies, service recovery and customer satisfaction. Through the research, I attempt to identify the very factors that affect customer satisfaction the most. Those factors can serve as the references for schools to devise school marketing strategies.
The objects of this study are junior high students’ parents in Taichung-Nantou Area. Questionnaires are used to explore the relationship among the variables. In this study, statistical spss12.0 edition of Windows software is the statistical analysis tool. Certain statistical methods are employed, including Factor Analysis, Reliability Analysis, Descriptive Statistics Analysis, Regression Analysis and Analysis of Variance. The result of research shows that junior high schools can indeed make school enrollment more successful by conducting appropriate school marketing strategies and recovery services to increase customer satisfaction.
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