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系統識別號 U0026-1907201910354800
論文名稱(中文) 臺南市幼兒園行銷組合策略對家長整體滿意度與家長忠誠度之影響
論文名稱(英文) The Influence of Marketing Mix Strategy on Parental Satisfaction and Loyalty in Tainan Preschools
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 107
學期 2
出版年 108
研究生(中文) 張瓊云
研究生(英文) Ching-Yun Chang
學號 R07054217
學位類別 碩士
語文別 中文
論文頁數 117頁
口試委員 指導教授-蔡東峻
口試委員-方世杰
口試委員-周信輝
中文關鍵字 行銷組合策略  顧客滿意度  顧客忠誠度 
英文關鍵字 Marketing Mix Strategy  Parental Satisfaction  Parental Loyalty 
學科別分類
中文摘要 本研究旨在探討臺南市幼兒園行銷組合策略對家長整體滿意度與忠誠度之影響。以臺南市幼兒園家長為研究對象,運用重要-表現分析法瞭解家長對於幼兒園的行銷組合策略之重要度觀點及滿意度感受。繼之,探究不同填答者對幼兒園行銷組合策略、家長整體滿意度及家長忠誠度等構面因素之差異性與幼兒園行銷組合策略、家長整體滿意度及家長忠誠度之影響關係。本研究共回收有效問卷728份。經統計分析後,歸納研究結論如下:
一、幼兒園宜檢討行銷組合策略之「價格」策略,並改善「服務人員」策略。
二、不同條件家長對幼兒園行銷組合策略、家長整體滿意度及家長忠誠度有不同需求。
三、幼兒園的行銷組合策略、家長整體滿意度及家長忠誠度間具有正向之影響。
根據研究結論,做出下列研究建議:
一、建置更能滿足家長期待之幼兒園行銷組合策略。
二、調查學區內主要家長結構,強化幼兒園招生競爭力。
三、了解家長需求,積極與家長建立良好互動關係,並提供教育協助。
四、強化「核心服務」、「服務人員」策略及「家長整體滿意度」,來提升家長忠誠度,進而穩定招生率。
英文摘要 SUMMARY
The researcher is an early childhood education teacher training professor. Because of the long-term interaction with the preschools in Tainan City, it has been observed that it is difficult for preschools to use traditional word-of-mouth publicity to ensure the existence of preschools.Therefore, the purpose of this study was to know the influence of marketing mix strategy on parental satisfaction and loyalty in Tainan preschools. It is based on the parents of preschools in Tainan City and uses IPA to find out the importance and satisfaction of parents in the marketing mix strategy. In addition, the ANOVA and regression analysis were used to explore the differences or influence relationship within marketing mix strategy, parental satisfaction and loyalty. A total of 728 valid questionnaires were collected. And after statistical analysis, the conclusions are as follows. Preschools should review the "price" strategy and improve the "People" strategy. Parents with different conditions have different needs for marketing mix strategy, parental overall satisfaction and loyalty. And Preschool’s marketing mix strategies; parental overall satisfaction and loyalty have a positive influence relationship.
Based on the research conclusions, the research suggestions are proposed. Preschools should plan a marketing strategy that better meets the expectations of parents. Preschools should investigate the main parent structure and strengthen the competitiveness of preschools’ enrollment. Preschools should actively establish good interaction with parents, and provide educational assistance. Preschools should strengthen their "product", "people" strategies and "parental overall satisfaction" to enhance loyalty and stabilize enrollment.

Key words: Marketing Mix Strategy, Parental Satisfaction, Parental Loyalty

INTRODUCTION
With the changes in society, the education level of parents is high, and parents pay more attention to their children's education. Parents often help to make many educational decisions for children because of their own childhood education experiences. This mode of thinking brings strange interactions between preschools and parents. Preschools have the actual management rights, but parents may have mastered the teaching decisions of the preschools. Early childhood education in Taiwan is not compulsory education. Under the impact of fewer children, how can preschools balance the nature of early childhood education and cater to the needs of parents? In the miniaturization and rapid changes of the environment, the preschools should build brand management, create a garden environment, refine the curriculum teaching, strengthen the professional and research development of teachers, handle student performance activities, improve enrollment methods, strengthen brand packaging, and create unique and superior competitive position, strengthen the competitive advantage of the preschools. Therefore, this study attempts to explore the parents' needs and satisfaction status with the marketing mix strategy (7P), and then examine whether the preschool can effectively improve parental loyalty after accumulating parental satisfaction through the marketing mix strategy.

MATERIALS AND METHODS
This study adopted a quantitative study to measure the question at a five-point scale. The questionnaires included the "Preschool’s Marketing Mix Strategy", "Parental Overall Satisfaction", "Parent Loyalty" and "Respondent Basic Information". Stratified cluster sampling was used and public, private and non-profit preschools in Tainan City were the first class. After the questionnaires were recycled, the statistical analysis, reliability analysis, Importance-Performance Analysis (IPA), ANOVA and regression analysis performed the statistical analysis. The survey period was from March 04 to May 07, 2019, and 728 questionnaires were collected. The reliability was between .93-.97, showing that its reliability was very reliable.

RESULTS AND DISCUSSION
First look at IPA analysis, "People", "Process" and "Place" strategies are the advantages of preschools. "Product" and "Promotion" strategies are oversupply. And the "price" strategy is the project that parents feel most dissatisfied with. In addition, nearly 40% of parents feel important and satisfied with the marketing mix strategy. However, there are six items that should be improved first, including: four "People" strategies and two "Price" strategies. Then, from the ANOVA, it can be found that different background variables have different significant differences in marketing mix strategy, parental overall satisfaction and loyalty. Finally, from the regression analysis, there is a significant positive correlation between marketing mix strategy satisfaction, parental overall satisfaction and loyalty. Preschool marketing mix strategy satisfaction, parental overall satisfaction is 52% of parental loyalty, and the parental overall satisfaction is greater than the "Product" and "People". Therefore, the standard fractional regression prediction equation is proposed as “Parental Loyalty=-.19*product+.02*price+.06*place+.04*promotion+.17*people-.03*Physical environment +.01* Process.

CONCLUSION
After statistical analysis, the major findings of the study include preschools should review the "price" strategy and improve the "People" strategy. Parents with different conditions have different needs for marketing mix strategy, parental overall satisfaction and loyalty. And preschool’s marketing mix strategies; parental overall satisfaction and loyalty have a positive influence relationship. Based on the research conclusions, the researchers made several suggestions for preschools to improve their marketing mix strategy.
Although the researcher have seen nearly 20 years of interactive teaching experience in preschools, but still have several limits on the research object, the scope , time, money and the number of samples. Therefore, it was a current state investigation research, and could not be considered as a deductive study. In the future, the scope of research may be extended to the southern counties or cities, to understand the views of parents in different regions, and to expand the external validity of the research.
論文目次 中文摘要---------------------------------------------------------------------------------------I
英文摘要--------------------------------------------------------------------------------------II
誌謝--------------------------------------------------------------------------------------------V
目錄-------------------------------------------------------------------------------------------VI
表目錄--------------------------------------------------------------------------------------VIII
圖目錄-----------------------------------------------------------------------------------------X
第一章 緒論-------------------------------------------------------------------------------01
 第一節 研究背景與動機-------------------------------------------------------------01
 第二節 研究目的----------------------------------------------------------------------03
 第三節 研究範圍與對象-------------------------------------------------------------03
 第四節 研究流程----------------------------------------------------------------------04
第二章 文獻探討-------------------------------------------------------------------------05
第一節 臺灣幼兒園的發展與現況-------------------------------------------------05
第二節 服務業的行銷組合策略----------------------------------------------------11
第三節 顧客滿意度-------------------------------------------------------------------22
第四節 顧客忠誠度-------------------------------------------------------------------26
第三章 研究方法-------------------------------------------------------------------------29
第一節 研究架構與假設-------------------------------------------------------------29
第二節 問卷設計----------------------------------------------------------------------32
第三節 抽樣設計與資料蒐集-------------------------------------------------------37
第四節 資料分析方法----------------------------------------------------------------39
第五節 前測問卷結果----------------------------------------------------------------42
第四章 實證分析-------------------------------------------------51
第一節 敘述性統計分析-----------------------------------------51
第二節 信度檢定-----------------------------------------------56
第三節 重要—表現程度分析法-----------------------------------61
第四節 變異數分析---------------------------------------------72
第五節 迴歸分析-----------------------------------------------89
第五章 研究結論與建議----------------------------------------------------------------95
第一節 研究結論----------------------------------------------------------------------95
第二節 管理意涵與實務建議------------------------------------------------------100
第三節 研究限制及未來研究方向------------------------------------------------104
參考文獻------------------------------------------------------------------------------------107
附錄------------------------------------------------------------------------------------------113
「臺南市幼兒園行銷組合策略對家長整體滿意度與忠誠度之影響」問卷---113
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