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研究生:鄭英信
研究生(外文):Ying-Hsin Cheng
論文名稱:應用Kano模式與IPA建構苗栗縣國民小學內部行銷策略
論文名稱(外文):Applying Kano model and IPA to develop the internal marketing strategy for the elementary school of Miaoli county
指導教授:于長禧于長禧引用關係
指導教授(外文):Chang-Hsi Yu
口試委員:許全福李聖賢
口試委員(外文):Chuan-Fu HsuSheng-Hsien Lee
口試日期:2011-06-22
學位類別:碩士
校院名稱:育達商業科技大學
系所名稱:企業管理所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:100
中文關鍵詞:內部行銷國民小學二維品質模式重要度績效分析
外文關鍵詞:internal marketingKano modelimportance-performance analysiselementary school
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本文之主要目的係了解國小教師對內部行銷策略的二維品質模式歸類情形,及各內部行銷策略改善時增加顧客滿意係數及減少顧客不滿意係數,並進一步探討學校在執行內部行銷策略的優劣勢,最後依據分析結果作為學校內部行銷策略改善的參考依據。根據過去相關文獻的回顧,我們發現內部行銷大部分之研究以企業為主,應用於教育領域的研究較少,並多集中於大專院校和私立學校,國民教育階段較少。而在國民教育階段學校行銷研究也多針對外部行銷,較缺乏內部行銷方面的研究,且尚未有運用二維觀點切入的研究。為達到改善內部行銷策略之目的,本研究應用結合Kano模式與IPA問卷方式,針對教師對內部行銷策略具備與不具備時的感受,依二維品質歸類表做出品質屬性歸類,並依教師知覺內部行銷策略的重要度及目前運作狀況進行重要度績效分析。根據資料分析的結果顯示,教師認為魅力品質要素的策略有2項,當然品質要素有2項,一維品質要素有7項。教師較重視的內部行銷構面為「管理支持」與「凝聚溝通」。而需立即改善的策略為「實施新措施前先溝通」與「重視教師意見」。上述各項分析結果所代表之涵意,在本文中有進一步之討論。
The objective of this paper is to classify the internal marketing strategy based on the Kano two-dimensional quality model and apply Importance-Performance Analysis to discuss the difference between the teacher’s expectation and satisfaction about the internal marketing strategy in the elementary school. According to the review of the literature, we found most of the marketing research paid attention on business; school marketing research was fewer based on one-dimension quality model and focused on outside marketing. In this paper, we use the questionnaires to collect the evaluations of quality of internal marketing strategy in elementary. Analysis can be applied to identify the strengths and weakness performance. Our results show that there are 2 internal marketing strategies contributed to attractive quality attributes, 2 internal marketing strategies contributed to must-be quality attributes, 7 internal marketing strategies contributed to one-dimension quality, and 14 indifference quality attributes. Teachers view the “Support” and “Communication” are the most important internal marketing strategies for the elementary school of Miaoli county.
目 錄粗體,20點字,置中 附件九
書名頁 ………………………………………………………………………… i
論文口試委員審定書 ………………………………………………………… ii
授權書 ………………………………………………………………………… iii
中文摘要 ……………………………………………………………………… iv
英文摘要 ……………………………………………………………………… v
誌謝 …………………………………………………………………………… vi
目錄 ………………………………………………………………………… vii
表目錄 ………………………………………………………………………… ix
圖目錄 ………………………………………………………………………… x
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 研究範圍與對象 ………………………………………… 3
第四節 研究流程 ………………………………………………… 4
第二章 文獻探討 ………………………………………………… 7
第一節 內部行銷的發展與定義 ………………………………… 7
第二節 內部行銷的構面 ………………………………………… 12
第三節 二維品質模式 …………………………………………… 18
第四節 重要度績效分析 ………………………………………… 26
第五節 內部行銷相關研究 ……………………………………… 29
第三章 研究方法 ………………………………………………… 35
第一節 研究架構 ………………………………………………… 35
第二節 研究對象選擇與抽樣設計 ……………………………… 38
第三節 研究工具設計 …………………………………………… 39
第四章 研究結果與資料分析 …………………………………… 43
第一節 問卷信度與效度分析 …………………………………… 43
第二節 人口統計資料分析 ……………………………………… 44
第三節 Kano模式品質要素分析………………………………… 47
第四節 品質改善指標分析 ……………………………………… 55
第五節 不同背景變項t檢定與變異數分析 …………………… 63
第六節 整合Kano模式與重要度績效分析 …………………… 73
第五章 討論 ……………………………………………………… 80
第六章 結論與建議 ……………………………………………… 84
第一節 結論 ……………………………………………………… 84
第二節 建議 …………………………………………………… 86
參考文獻 …………………………………………………………… 88
附錄一 應用Kano與IPA模式建構國小內部行銷策略問卷 ……… 97


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