The Effect of Service Quality, School Marketing, Brand Image on Students’ Satisfaction for High Schools

• Main Authors: Gwo-Liang Fu, 傅國樑
• Other Authors: Kuei-Chih Chuang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/47904613163264747725

博士 === 國立雲林科技大學 === 技術及職業教育研究所 === 103 === The satisfaction of learning can affect the school selection of high school students. Facing the low fertility in Taiwan, many high schools responded with a conservative attitude but very few adopted the view of school marketing in increasing the satification of learning and maintaining the long-term development of school. To explore the effects of service quality, school marketing and brand image on the satisfaction of learning, a nation-wide sampling of high school students was conducted with questionnaires in 2013. After the collected samples were re-sampled in accordance with the relative proportions of students from senior high schools and vocational schools, 1,202 participants were selected in the final analysis with hierarchical regression and structural equations model. The major results of this study includes: (1) Service quality, school marketing, brand image and satisfaction were positively related; the latent variable with the largest effect on satifcation was service quality. (2) Instead of direct effect on satisfaction, service quality showed a greater impact through the indirect effects of school marketing and brand image; furthermore, brand image had a higher influence than school marketing on satisfaction. (3) School marketing, brand image and satisfaction were positively related. (4) The effect of school marketing on brand image was not significant. (5) School equipment and environment was the most influential factors that affected the relationships between service quality and satisfaction; communication with parents was that in the relationship between school marketing and satisfaction; school feature was the most important one for brand image and satifaction. (6) Among the factors of measuruing satisfaction, the teaching quality was a decisive indictor for students and parents. (7) Proportion of students entering higher school showed a positive effect on the satisfaction of service quality among senior high school students but no significant effect among vocational school students. (8) Futher education for students affected the satisfaction of brand image among senior high school students, while no obvious relationship was found among vocational school students. On the other hand, career development affected the satisfaction of brand image among vocational but not among senior high school students. (9) Among vocational high schools, private school had a higher satisfaction after the variables of service quality were adjusted; nevertheless, the difference between private and public senior high school was not significant. (10) With the adjustment of school marketing, students from private schools were more satisfied than those from public schools. (11) The effect of improving service quality on school marketing was more significant among students with higher socialeconomic status and among students from public schools.