The Influence of Satisfaction on Loyalty of the Junior High Schools Graduates’ Parents – Using Affective Trust and Cognitive Trust as Mediating Variables

• Main Authors: Che-yu Hsueh, 薛喆伃
• Other Authors: Shueh-chin Ting
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/70025607243881896837

碩士 === 國立臺南大學 === 教育經營與管理研究所博士班 === 100 === The phenomenon of Taiwan’s low birth rate is getting serious in recent years, and parents are more concerned about children’s education problems and resources. The school admissions have changed from a system that passively arrange students into nearby districts schools to a system that make parents strive for best schools even if these are far from their homes. Therefore, in addition to providing education, managers have to manage and operate schools in the way to attract more students in their schools. Because of the parents have different educational views, the researcher distinguished between cognitive and cognitive trust and targeted on parents of graduate students in northern, central and southern Taiwan regions, and explored the satisfaction, affective trust, cognitive trust and loyalty from the parents’ point of view in order to understand the main factors that influence parent’s loyalty. The study applies proportional and purposive sampling, sampling Junior High Schools’ Parents to conduct the questionnaire survey. Send out 736 questionnaires, the effective questionnaire amounts to 522. After using SPSS and LISREL to test the reliability and validity, the study uses structural equation modeling (SEM) to test structural model, use Sobel test for indirect effects and analyze the relation of each variables. Through the above statistical analysis, main findings of the study are as follows: 1. Parents’ satisfaction toward school has significantly positive influence on parents’ loyalty, affective trust and cognitive trust. 2. Parents’ affective and cognitive trust have significantly positive influence on parents’ loyalty toward school. 3. Parents’ cognitive trust has significantly positive influence on parents’ affective trust. 4. Parents’ affective trust functions as a significantly mediator between parents’ satisfaction loyalty toward school. 5. Parents’ cognitive trust functions as a significantly mediator between parents’ satisfaction loyalty toward school. At last, according to the research results, the study proposes conclusion, suggestions for practical and further research, and contribution of research.