| 摘要: | 本研究目的是在探討行銷策略與家長滿意度之間的關係。現在台灣人的生活水平不斷上升，加上少子化趨勢加劇，父母對於孩子的教育更加重視及願意花高額學費去栽培孩子素養，及會慎選適合自已需求的補習班；補習班除了升學課業輔導外更融入特色的多元課程，家長對於教學品質與補習班所提供的服務品質及硬體設備也逐漸提高要求與標準，因此補習班要優化環境及提供更新穎的電子化設備及高端課後服務品質，課程要導入國際化素養及台灣教育課綱，透過不同成果發表去呈現學生的學習成效，以達到家長的期許及目標，透過補習班口碑與成效的推廣更能讓家長對補習班有認同感。
本研究採用問卷調查法來進行研究。以新竹市三家兒童美語補習班學童的家長為調查對象，共收到317份問卷回應。將調查蒐集到的資料以SPSS 進行分析及歸納。本研究結論如下：
一、提供優質服務品質與行銷策略，可使家長滿意度評價更受肯定。
二、不同背景的家長對服務品質、行銷策略和對補習班滿意度是有差異。
三、服務品質對家長滿意度是有影響的，但若行銷策略推廣，只做服務品質是不夠的。
四、補習班應加強家長滿意度的提升，這對行銷策略是有顯著影響。
本研究結論提供給補習班經營者及後續研究者等相關人員參考。
The purpose of this research is aimed to discuss the relationship between different marketing strategies and parents’ satisfaction. Nowadays, with the living level in Taiwan has incremental increased and the falling population of children, parents attach more importance to their child’s education, and are willing to spend higher tuition to cultivate their kids’ talents; therefore, parents will carefully choose the suitable after-class school that meet their needs. In addition to the higher education consulting, cram schools now also introduce interdisciplinary learning. Since parents gradually raise their requirements on the hardware equipment provided by the cram school and the standards for the quality of teaching, it is important for the school to optimize their learning environment and provide more innovative electronic equipment and high-end service quality. Lessons provided by the cram school have to integrate global learning with Taiwanese education curriculum. Through the presentations of students’ learning outcome, it is not only used to meet parents' expectations and goals, but also expected to increase parents’ trust in the cram school.
This study adopts questionnaire survey method to conduct research. A total of 317 responses were received from parents of children in three children's English cram schools in Hsinchu city. The data collected from the survey were analyzed and summarized by SPSS. The conclusions of this study are as follows:
1.Providing high quality service and marketing strategy can make parents' satisfaction evaluation more positive.
2.Different background of parents shows different levels of satisfaction with service quality, marketing strategies for cram schools.
3.Service quality has an influence on parents' satisfaction, but it is not enough if the cram school carry out broader marketing strategy.
4.Cram schools should enhance the improvement of parent’s satisfaction, which has a significant impact on marketing strategy.
The conclusion of this study is provided for the reference of cram school operators and follow-up researchers. |
