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。 根據研究結果，歸納出以下結論： 一、台北市國中文理補習班家長對補習班行銷策略認知情形良好， 其中以「人員策略」的認知程度最高。 二、台北市國中文理補習班家長對補習班滿意程度的情形良好，其 中以「教學品質」滿意程度最高。 三、台北市國中文理補習班家長對補習班行銷策略認知會因教育程 度、家庭平均月收入的不同而有顯著差異。 四、台北市國中文理補習班的家長對補習班滿意度不會因性別、年 齡、教育程度職業、家庭平均月收入的不同而有所差異。 五、國中文理補習班行銷策略與顧客滿意度呈現顯著正相關。 六、國中文理補習班行銷策略能有效預測顧客滿意度。 根據上述研究結論提出建議，以供補習班的經營者、教職員及未來研究者之參考。 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 income. 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.
