The Effect of Safety and Innovation on Customer Satisfaction-A Case of Parent-Child Campaign

• Main Authors: LIU,TUNG-CHEN, 劉東承
• Other Authors: 陳雅玲
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/56mnd9

碩士 === 國立彰化師範大學 === 會計學系 企業高階管理(EMBA) === 104 === Abstract In the busy society nowadays, many dual-income families have formed. A lot of parents spend much time working and have less time to dedicate to their kids, which caused civil disorder to a lot of children. Therefore, holding activities for parents and their children is a great way for the organizations that host activities to conduct their marketing strategy; more significantly, these activities are able to help parents to understand and feel the importance of the experience of achieving goals together with their kids. The purpose of this research is to investigate the effect of the safety and creativity of activities towards the entire satisfaction of the activities, primarily focusing on the research of the activities for children in their early childhood. This research mainly emphasize on the keys of successful activities—safety; including the traffic flow, games and contents, facilities, execution, site, etc. Another element is about the innovation of the activities. Holding innovative activities is able to attract participants and consumers. Moreover, it is an advantage towards the establishment of the image of hosting organizations or sponsors if the safety and creativity measurements of the activities being held reach the satisfaction of the customers. This study uses the questionnaire as the conduct of this research. Through purposive sampling, we choose 5 experienced professionals in the field of preschool children activities holding to gather necessary information for the research and for the revision of the context and logic of this questionnaire, aid with the statistical software (SPSS) to analyze. The results of the analysis are all positive. The hypothesis of the researcher, which is, activity safety and innovation has apparent influences on the participants and their satisfaction towards the activities being held, is accepted. Therefore, the research will be offered to the activity organizers as a reference of promoting and executing when holding activities in the future. When it comes to the implement of parent-children activities, having innovation can attract more involvement of people and increase the recognition of the brand establishment. Also, it can be beneficial to the marketing of the activities themselves and fulfill social responsibilities. During the activities, the safety preparation and injury prevention affect the quality of the activities and the satisfaction of the attendees. More importantly, including additional educational contents in the activities is the pivot point of this research.