| 摘要註: |
私立高中職學校在面臨少子化的衝擊下,學校更必須致力於滿足家長的需求。本研究旨在探討高雄市M學校的關係行銷與服務品質對家長忠誠度的影響,透過採分層隨機抽樣共發放問卷300份,取得230份有效問卷,回收率為76%,根據SPSS系統分析結果發現:1.關係行銷與家長忠誠度具有正向影響,且以「財務性連結」與「社交性連結」對家長忠誠度之影響最為顯著。2.服務品質與家長忠誠度具有正向影響,且以「學生成就」、「親師互動」、與「教學環境」對家長忠誠度之影響最為顯著。3.不同背景變項之家長對忠誠度之衡量沒有顯著差異。根據研究結果提供以下建議:1.為了提高家長忠誠度,學校應該提供公開透明的收費及更有彈性的獎勵金制度,並且在學生學習成效及校外競賽成績有突出的表現。2.學校經營方面應該重視內部組織需求,教師賦權增能,力求團結共同發展學校特色,建立優質學校形象。 With the trend of fewer children toward the private senior and vocational high schools, incentives are so important that schools have to meet parents’ demand. This study aims to investigate impacts of relationship marketing and service quality on parents’ loyalty in the case of M school in Kaohsiung City. The method used in this study is undertaking a survey, which some stratified random samples of 300 were distributed and 230 valid samples were returned, indicating a 76 percent of valid return rate. By using SPSS analysis, the major findings are summarized as follows :(1) Relationship marketing has positive and significant effect on parents’ loyalty, particularly the effect of financial and social aspects are the most significant,(2) Service quality has positive and significant effect on parents’ loyalty, particularly the effect of students’ achievement, parent-teacher interaction, and learning environment are the most significant, and (3) Different demographic variables have no significant difference on relationship marketing, service quality, and parents’ loyalty.Based on this study, the followings are suggestions:(1) In order to enhance parents’ loyalty, more transparent and flexible incentives should be offered to students, especially to students’ learning achievement and outstanding performance obtained from outside competition,(2) With respect to school management, it should pay attention to teacher empowerment forming solidarity to develop school features achieving high quality school image. |