| Summary: | 碩士 === 國立臺北教育大學 === 教育經營與管理學系 === 102 === This study aimed to investigate the current situation of the marketing strategies adapted by the public elementary schools in Taipei and relevant parents’ satisfaction; to analyze how such marketing strategies may relate to parents’ satisfaction; to compare how parents with different background may respond to such marketing strategies andto differentiate their perception of satisfaction. Based on the findings and conclusions, suggestions were made to provide the educational authorities, schools, and future research.
The researcher used questionnaires and semi-structured interviews as the research methods. A self-constructed questionnaire, “A Survey on the Elementary School Marketing Strategies and Parents’ Satisfaction”, was used in this study. Subjects were 510 parents (including the ones in the pilot survey and formal survey) from 51 public elementary schools in Taipei City. A total of 485 questionnaires were retrieved with a response rate of 95%. Data collected were analyzed by using independent sample t test and the average one-way ANOVA.
The main conclusions from this study are as follows,
1.The major marketing strategies adapted by public elementary schools in Taipei are Distributing strategy, promotion strategy, product strategy, pricing strategy and personnel strategy, or so called 5P strategies.
2.Research made on parents’ satisfaction targeted mainly on “teaching and learning”, “administrative services”, “parent-teacher interaction”, and “environment and facilities”.
3.Among the different marketing strategies adapted by schools, the “pricing strategy” ranked the highest and the “product strategy” ranked the lowest.
4.Among the various dimensions of parents’ satisfaction, the “administrative services” ranked the highest and the “environment and facilities” ranked the lowest.
5.No significant difference was found on parents’ perception toward schools’ marketing strategies, with regards to their difference in gender, age, education level, or social identity.
6.Elementary schools as a whole and personnel marketing strategies have high, positive correlation with different dimensions of parents’ satisfaction.
7.Elementary school marketing strategies has positive predictive power on parents’ satisfaction. Among all, personnel strategy outperformed the others.
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