在教育市場開放之後，使的教育組織必須面臨如何提升競爭力的挑戰。為了追求卓越，適時引進關係行銷的策略是有其必要性。本研究旨在建立關係行銷衡量模式，並探討關係品質是否在關係行銷及家長行為意向間扮演重要的中介角色。問卷共回收份417正式問卷，扣除無效問卷63份，有效回收354份，有效回收率為84%。本研究獲致結論如下：
一、關係行銷各構面（吸引策略、建立策略、維繫策略、提升策略），對關係品質皆有正向的影響。
二、關係品質各構面(滿意、信任、承諾)，對家長行為意向皆有正向的影響。
三、苗栗縣整體關係行銷策略之運用現況仍有待改進，就各層面而言，以「建立策略」與「提升策略」運用現況較佳，而「吸引策略」運用現況較差。
四、關係品質經過模式比較後顯示在關係行銷與行為意向中具有部份中介效果。
最後，本研究根據研究結果提出結論與建議，以供教育行政機關、學校及未來研究之參考。

After opening the education markets, education organizations have to face the challenge of promoting competitiveness. In order to pursue excellence, introducing the strategies of relationship market to schools in good time is necessities. Thus, this study proposed a model to examine effects of relationship marketing and relationship quality on parents’ behavioral intention, and will discuss if relationship quality plays the role of mediator between relationship marketing and behavioral intention.The researcher used questionnaire survey methods and issued a total of 417 copies of questionnaires, The questionnaires exclud invalid questionnaires of 63 , and 354 copies were recovered .The recovery rate is 84%.The findings are as follow:

1. All the aspects of the relationship marketing (attracting, building ,maintaining and enhancing) have positive impact on the relationship quality.
2. All the aspects of the relationship quality(satisfaction, trust and commitment and) have positive impact on the parents’ behavioral intention.
3. The current use situations of the relationship marketing strategies of school
organizations in Miaoli are still to be improved. For each aspect the current
use situations of "building "and "enhancing"are better, but "attracting" is worse.
4. In addition, relationship quality have been found to play the role of partial mediation as far as the impacts of relationship marketing and parents’ behavioral intention.

Finally according to the results of the research we propose conclusions and suggestions for the reference by an educational administrative organization, a school or future research.

目 錄
書名頁………………………………………………………………………… i
論文口試委員審定書………………………………………………………... ii
碩博士論文電子檔…………………………………………………………… iii
授權書………………………………………………………………………… iv
中文摘要……………………………………………………………………… v
英文摘要……………………………………………………………………… vi
謝誌 ………………………………………………………………………… vii
目錄 ………………………………………………………………………… viii
表目錄………………………………………………………………………… x
圖目錄………………………………………………………………………… xii
第一章 緒論………………………………………………………………… 1
第一節 研究背景與動機………………………………………… 1
第二節 研究目的………………………………………………… 3
第三節 研究流程………………………………………………… 4
第二章 文獻探討………………………………………………… 5
第一節 關係行銷策略之理論基礎……………………………… 5
第二節 關係品質………………………………………………… 19
第三節 行為意向………………………………………………… 29
第四節 關係行銷與關係品質之相關研究……………………… 33
第五節 關係行銷與行為意向之相關研究……………………… 34
第六節 關係品質與行為意向之相關研究……………………… 36
第三章 研究方法………………………………………………… 39
第一節 研究架構與假說…………………………………………… 39
第二節 研究變項之操作性定義…………………………………… 41
第三節 研究設計……………………………………………………… 43
第四節 資料分析方法……………………………………………… 52
第四章 資料分析與解釋…………………………………………… 55
第一節 樣本資料分析 ………………………………………… 55
第二節 不同家長屬性在關係行銷策略、關係品質與家長行為
意向差異分析…………………………………………… 57
第三節 關係行銷、關係品質及家長行為意向現況分析……… 64
第四節 假設驗證………………………………………………… 75
第五節 關係品質中介效果……………………………………… 79
第六章 結論與建議………………………………………………… 85
第一節 研究結論………………………………………………… 85
第二節 實務上意涵……………………………………………… 87
第三節 研究範圍與限制………………………………………… 89
第四節 後續研究建…………………………………………… 90

參考文獻 ……………………………………………………………… 92
中文部份……………………………………………………………… 92
英文部份……………………………………………………………… 97
附錄一： 專家問卷……………………………………………………… 107
附錄二： 正式問卷……………………………………………………… 111
自傳……………………………………………………………………… 115

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