A study of the marketing strategy for Small-scale Schools and Service Quality in Taoyuan County,Hsinchu County, Hsinchu City, and Miaoli County.
| Autor: | Wang Chiou-Ya, 王秋雅 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 The purposes of this study are to investigate the current marketing strategies used and the quality of service provided in the elementary schools around Taoyuan county, Hsinchu county, Hsinchu city, and Miaoli county, and also to analyze the different levels of sensitivity about marketing strategies used and the quality of service provided among educational personnel from different personal backgrounds and campus cultures. The analyzed data was collected through questionnaire. The subjects of this study were small-scale school educators in Taoyuan County, Hsinchu County, Hsinchu City, and Miaoli County. The collected data was analyzed through t-test, one-way ANOVA, Canonical correlation and Multiple stepwise regreesion analysis. The main results were summarized as follows: 1. The perception of small-scale school educators of marketing strategy and service quality is medium-high. 2. The background variables of small-scale school educators, such as gender and post, were to show the significant difference in the School Marketing Strategy. 3. The background variables of small-scale school educators, such as post and serving years, were to show the significant difference in the School Service Quality. 4. Significant correlation was found between the small-scale school of marketing strategy is used and service low quality. 5. “Place strategy”, “product strategy”, “price strategy”, “people strategy”and “promotion strategy” were the most positive predictors of the ways small-scale school of marketing strategy of service quality is used. Based on the findings and conclusions of the research, some suggestions were given as below: 1. Suggestions to educational institutes: (1) Educational institutes play a bridge between small-scale schools and government departments. (2) Educational institutes provide school exchange experience in marketing strategy platform to enhance service quality for small schools. 2. Suggestions to small-scale schools administration: (1) By school principals to strengthen advocacy school marketing strategy to enhance the concept of service quality. (2) The formation of alliances between small-scale schools, organized community and camp activities. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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