A Study of relationship Marketing and Relationship Quality on Parents’s Intention －An Example of Miaoli Junior High School

• Main Authors: Yu-Lien Wang, 王月蓮
• Other Authors: Pei-Chih Ho
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/14157168661308312090

碩士 === 育達商業技術學院 === 企業管理所 === 99 === After opening the education markets, education organizations have to face the challenge of promoting competitiveness. In order to pursue excellence, introducing the strategies of relationship market to schools in good time is necessities. Thus, this study proposed a model to examine effects of relationship marketing and relationship quality on parents’ behavioral intention, and will discuss if relationship quality plays the role of mediator between relationship marketing and behavioral intention.The researcher used questionnaire survey methods and issued a total of 417 copies of questionnaires, The questionnaires exclud invalid questionnaires of 63 , and 354 copies were recovered .The recovery rate is 84%.The findings are as follow: 1. All the aspects of the relationship marketing (attracting, building ,maintaining and enhancing) have positive impact on the relationship quality. 2. All the aspects of the relationship quality(satisfaction, trust and commitment and) have positive impact on the parents’ behavioral intention. 3. The current use situations of the relationship marketing strategies of school organizations in Miaoli are still to be improved. For each aspect the current use situations of "building "and "enhancing"are better, but "attracting" is worse. 4. In addition, relationship quality have been found to play the role of partial mediation as far as the impacts of relationship marketing and parents’ behavioral intention. Finally according to the results of the research we propose conclusions and suggestions for the reference by an educational administrative organization, a school or future research.