A Study on the Relationship Among Marketing Strategy Mix and Customer Satisfaction of English Cram Schools -Take Daya District of Taichung City as an Exmple

• Main Authors: TSENG, SU-YEN, 曾素彥
• Other Authors: TSAI, CHIN-TIEN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/mff3jf

碩士 === 國立暨南國際大學 === 教育政策與行政學系 === 107 === The purpose of this study was to explore the relationship between the marketing mix strategy and customer satisfaction in the English Cram Schools. The subjects were taken from the parents of the students in the English Cram Schools in Daya District of Taichung City. A total of 428 effective questionnaires were collected from 22 language schools and 440 parents.The data was statistically analyzed by SPSS 20.0 software package. In this study, means and standard derivations are used to understand thedistribution of the variables. T-test and one-way ANOVA are applied to compare thedifferences of the variables. Pearson product-moment correlation is taken to measurethe correlations among the variables.Finally, the condition prediction was verified by Regression Analysis. Based on the statistical analysis of the questionnaires, the study findings are induced as follows: 1. Marketing mix strategy reached a high–intermediate level, and customer satisfaction was in the high level in each English Cram School. 2. English Cram School parents of different genders and educational levels have no significant difference in overall marketing mix strategy and customer satisfaction. 3. English Cram School parents of different ages was the group of parents over the age of 41 and the parents in different kinds of occupations, the group of "industry and commerce" were significantly lower than other groups in overall marketing mix strategy, product strategy, promotion strategy and pricing strategy. On the course teaching of customer satisfaction classification, the group of parents over the age of 41 was significantly lower than other groups. 4. There was high positive correlation between the marketing mix strategy and customer satisfaction in an English Cram School. 5. There was high positive prediction effect between the marketing mix strategy and customer satisfaction in an English Cram School Based on the findings, the study proposed specific suggestions for operators in English Cram Schools, parents, and future research.