| Summary: | 碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班 === 104 === Chicken This study focused on the influence of the Learning environment, Service quality, School image, School marketing toward to the junior high schools’ Parents satisfaction and loyalty behaviour on the situation of declining birth rate.Therefore, we take Pingtung Nan Jung Junior High School and some parents in neighboring towns as the objects to research. 99 out of 105 questionnaires, which were contributed, are valid. In addition, This study adopted Partial Least Method (PLS) as the statistical analysis method to test the hypotheses and examine the structural model. This study also use ANOVA TEST to try to group analysis.
After we use PLS to analyze, we discover the conclusions of this research indicate that；(1) School environment has a significant positive influence on parents' satisfaction. (2) The quality of Administrative Services to the school has some significant positive influence on parents' satisfaction . (3) School Images have some significant positive impact on parents' satisfaction.(4) School Marketing has a significant positive influence on parents' satisfaction. (5) The parents' satisfaction has significant positive impacts on their loyalty behavior.(6)There are some significant parts of differences in each variable based on demographic variables.
Finally, from the above findings, the conclusion to the study has beneficial for the recommendations to the future research on the practice and research contribution.Also, we hope to provide some useful information to the educational communication.
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