A Study on Parents’ Cognition and Satisfaction toward Marketing Strategies of Elementary Schools of High-Quality Transformation Program in Yunlin County

• Main Authors: Yi- Chung Chang, 張義忠
• Other Authors: Chih-Heng Tsai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/31208396648641982483

碩士 === 康寧大學 === 資訊傳播研究所 === 100 === The purpose of this study was to explore parents’ cognition and satisfaction toward marketing strategies of elementary schools of High-Quality Transformation Program in Yunlin County. This study analyzed if there were significant differences among parents of different backgrounds, their cognition and satisfaction toward marketing strategies of elementary schools. Also, this study examined the correlation between marketing strategies of elementary schools and parents’ satisfaction toward them. The survey methodology was employed with subjects being parents who were randomly selected from 7 elementary schools of 46 ones of High-Quality Transformation Program in Yunlin County.A total of 310 questionnaires were mailed and 207 valid ones were received. The results of this study found: 1. Parents’ cognition toward marketing strategies of elementary schools was close to positive affirmation. Parents’ cognition toward interactive marketing strategies was better than external marketing strategies. Interactive marketing strategies from interior to exterior had the best performance among the six marketing strategies；parents affirmed the performance of teachers. 2. Parents’ whole satisfaction toward elementary schools which joined High-Quality Transformation Program was close to positive affirmation. The level of satisfaction toward teaching quality had the best performance；parents were most satisfied with the performance of teachers. 3. There was a significant difference between parents with different educational backgrounds and their cognition toward the whole marketing strategies of elementary schools. Parents with elementary school and below degrees have higher cognition than those with college and above degrees. 4. There was a significant difference between parents with different educational backgrounds and their whole satisfaction toward elementary schools which joined High-quality Transformation Program. Parents with elementary school and below degrees show more satisfaction than those with college and above degrees. 5. The better marketing strategies were implemented by elementary schools, the higher parents’ satisfaction toward elementary schools was. There was a significant, positive difference between both of them.