臺灣博碩士論文加值系統

摘 要

為了解雙語教育單位之家長關係管理傾向與二者未來關係展望之關聯性，本研究以「關係行銷」的理論為基礎，並以交易四大特性為測量方向設計問卷調查，針對雙語學校之家長為受訪對象，以從家長的角度探討學校、家長與未來發展之預期影響。
本研究是以迴歸分析驗證所建構之假設，並在分析結果中發現，家長對學校之「互惠性」、「正當性」及「效用性」的認知皆為正向的結果當中，對「未來發展」的關係也皆有顯著的正相關。　結果分析中也顯現出，不管家長在就讀前對學校的各項認知度為何，其希望與學校發展未來關係都是正向發展的。 而當加入入其他競爭者考量時，分析結果的確會影響學校與家長的未來發展關係，影響的強度雖會因家長對其他競爭者的記憶印象而有所不同，但仍為正向的影響。而分析結果其實也透露出家長其實是肯定自己所做的選擇。
本研究的另一個重要結論是老師若能跟家長保持關係親密度，則會促進家長與學校之間的良好關係。 此結論也使得教職員對於家長關係管理認知之必要性也隨著本研究的結果呈現而出。

Abstract
　 For knowing the connection of future developing between bilingual education business and parents relationship management. This research bases on the “Customer Relationship Management” theories and the four characters of the “exchange relationship” to design a questionnaire for surveying the possible affection upon the parents, school and projectability.
This research uses the “Stepwise” analysis to verify the hypothesis.
Through the analysis, found that if the parents’ cognitions of “Reciprocity”,”Legitimacy”and “Utility”that produced by the school are positive then the results of the “Projectability” are also positive. 　 At the same time, the analysis also shows that no matter how parents feel about the school before their kids entering, their projectability expectation is in a positive development situation. When the competitions are considered by parents at the same time, the projectability result will be affected consequently. These affected levels are depended on parents’impressions of other competitions but,still, the final analysis of the projectability is still in a positive developing situation. In fact, the truth of that the parents do affirm their choices doubtlessly is seen through these results.
Another important conclusion of this research is if teachers can have close relationship with parents then it will help school to promote better relationship with parents. This conclusion also reminds up the necessity for let school employees recognize how important the parents relationship management is.

目錄
謝誌
摘要
Abstract
目錄
圖目錄
表目錄
第一章 緒論
第一節 研究背景
第二節 研究動機與問題
第三節 研究流程
第二章 文獻探討
第一節 雙語教育之介紹
第二節 台灣雙語教學產業分析
第三節 教育行銷之探討
第四節 關係行銷的探討
第五節 顧客關係管理
第三章 研究設計
第一節 研究對象
第二節 研究架構及方法
第三節 研究變項構面與定義
第四節 研究假說
第五節 研究設計及分析項目
第六節 資料分析方法與流程
第四章 數據分析與研究結果
第一節 樣本基本資料分析
第二節 信度分析與因素分析
第三節 各構面關係之影響檢定
第五章 結論與建議
第一節 研究結果與結論
第二節 對家長關係管理的實務建議
第三節 研究限制
第四節 未來研究方向
參考文獻
【中文部份】
【英文部份】
附錄一 問卷

圖目錄
圖1- 3- 1研究流程圖
圖2- 4- 1學校與家長之教育關係
圖2- 5- 1顧客關係管理架構
圖2- 5 -2顧客關係管理架構圖
圖3- 1- 1研究架構
圖4- 3- 1就讀前的信任度大於就讀後之數據折線圖
圖4- 3- 2就讀前的信任度小於就讀後之數據折線圖
圖4- 3- 3就讀前的信任度等於就讀後之數據折線圖
圖4- 3- 4就讀前的關懷與好處認知度大於就讀後之數據折線圖
圖4- 3- 5就讀前的關懷與好處認知度小於就讀後之數據折線圖
圖4- 3- 6就讀前的關懷與好處認知度等於就讀後之數據折線圖
圖4- 3- 7就讀前的承諾度大於就讀後之數據折線圖
圖4- 3- 8就讀前的承諾度小於就讀後之數據折線圖
圖4- 3- 9就讀前的承諾度等於就讀後之數據折線圖
圖4- 3-10 A雙語小學與競爭者之正當性及效用性定位十字圖



表目錄
表1- 1- 1雙語教學單位與傳統教學單位之特性比較(以小學為例)
表2- 1- 1雙語教育之定義一覽表
表2- 2- 1產品生命週期特徵一覽表
表2- 2- 2實施雙語教學學校之創建或改制年份調查表
表2- 2- 3台灣各年度人口出生率統計表
表2- 2- 4總體環璄人口出生率統計表
表2- 3- 1教育產業行銷架構一覽表
表2- 3- 2雙語學校現行之家長關係管理策略一覽表
表2- 4- 1關係行銷的五種層次一覽表
表2- 4- 2關係行銷定義一覽表
表2- 5- 1顧客關係階段之發展重點
表2- 5- 2顧客關係管理之定義一覽表
表3- 3- 1信任度測量問卷發展一覽表
表3- 3- 2仁慈測量問卷發展一覽表
表3- 3- 3承諾問卷測量發展一覽表
表3- 3- 4效用性問卷測量發展一覽表
表3- 3- 5正當性問卷測量發展一覽表
表3- 3- 6未來展望之問卷測量發展一覽表
表4- 1- 1受測樣本性別結構一覽表
表4- 1- 2受測樣本年齡分佈一覽表
表4- 1- 3受測樣本教育程度結構一覽表
表4- 1- 4受測樣本職業類別度結構一覽表
表4- 2- 1信度分析結果一覽表
表4- 2- 2效用性因素分析
表4- 2- 3信任因素分析
表4- 2- 4仁慈因素分析
表4- 2- 5承諾因素分析
表4- 2- 6正當性因素分析
表4- 2- 7依變數因素分析
表4- 3- 1就讀前後之互惠性成對樣本檢定表
表4- 3- 2信任對於未來展望之迴歸分析一覽表
表4- 3- 3就讀前後信任度與未來發展之皮爾森相關分析表
表4- 3 -4就讀前後信任度與未來發展之皮爾森相關分析表
表4- 3- 5就讀前後信任度與未來發展之皮爾森相關分析表
表4- 3 -6關懷與好處對於未來展望之迴歸分析一覽表
表4- 3- 7就讀前後關懷與好處與未來發展之皮爾森相關分析表
表4- 3- 8就讀前後關懷與好處與未來發展之皮爾森相關分析表
表4- 3- 9就讀前後關懷與好處與未來發展之皮爾森相關分析表
表4- 3- 10承諾度對於未來展望之迴歸分析一覽表
表4- 3- 11就讀前後承諾度與未來發展之皮爾森相關分析表
表4- 3- 12就讀前後承諾度與未來發展之皮爾森相關分析表
表4- 3- 13就讀前後承諾度與未來發展之皮爾森相關分析表
表4- 3- 14正當性對於未來展望之迴歸分析一覽表
表4- 3- 15加入競爭者時，A小學與家長未來展望之迴歸分析表
表4- 3- 16效用性對於未來展望之迴歸分析一覽表
表4- 3- 17加入競爭者時，A小學與家長未來展望之迴歸分析表
表4- 3- 18各校之正當性及效用性之敍述統計表
表4- 3- 19家長對老師的親密度影響家長與學校的親密度之迴歸分析一覽表
表5- 1- 1 假說檢定結果一覽表

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