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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31077

    Title: 臺北市國中文理補習班家長對補習班行銷策略之認知與顧客滿意度之研究
    Other Titles: A study of junior high cram school parents' perceptions of cram schools' marketing strategies and customer satisfaction in Taipei city
    Authors: 廖瑋成;Liao, Wei-cheng
    Contributors: 淡江大學教育政策與領導研究所碩士班
    陳錫珍;Chen, June S
    Keywords: 行銷策略;顧客滿意度;國中文理補習班;Marketing Strategies;Customer Satisfaction;Junior High Cram School
    Date: 2008
    Issue Date: 2010-01-11 00:12:22 (UTC+8)
    Abstract: 本研究旨在探討台北市國中文理補習班家長對補習班行銷策略之認知與顧客滿意度之關係,依相關文獻編製預試問卷並進行預試,而後根據預試結果完成「國中文理補習班家長對補習班行銷策略之認知與顧客滿意度調查問卷」,在台北市國中文理補習班中,共抽取750位家長為樣本,回收有效問卷共508份。以SPSS for Windows 14.0中文版套裝軟體為資料分析工具,採描述性統計、t考驗、單因子變異數分析、薛費法事後比較、皮爾遜積差相關及逐步多元迴歸分析等方法進行問卷統計分析。
    The purpose of this study was to investigate junior high cram school parents’ perceptions of cram schools’ marketing strategies and customer satisfaction in Taipei city.
    This study was conducted through questionnaires. The questionnaires were derived from the literature reviews, and then the questionnaires were pre-tested for reliability and validity. The samples consisted of 508 junior high cram school parents in Taipei City.
    Findings of the study were as follow:
    1. Parents perceived a high level of cram schools’
    marketing strategies.
    2. Parents perceived a high level of customer satisfaction.
    3. There were significant differences in parents’
    perception of cram schools’ marketing
    strategies based on level of education and family
    4. There was no significant difference in parents’
    perception of customer satisfaction based on gender,
    age, level of education, vocational, and family income.
    5. Cram schools’ marketing strategies was significantly
    related to customer satisfaction.
    6. Cram schools’ marketing strategies was a strong
    predictor of customer satisfaction.
    Finally, suggestions based on the above research findings were cram schools’ operators, staffs and future researchers.
    Appears in Collections:[教育政策與領導研究所] 學位論文

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