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研究生:蔡政忠
研究生(外文):Tsai Cheng Chung
論文名稱:國民小學與學生家長間關係利益與關係品質之探討
論文名稱(外文):A study on relationship benefits and relationship qualitybetween the elementary school and students’ parents
指導教授:于長禧于長禧引用關係
指導教授(外文):Yu Chang-Hsi
口試委員:許全福李聖賢
口試委員(外文):Xu Quan-FuLee Sheng- Hsien
口試日期:2012-06-22
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:2012
畢業學年度:100
語文別:中文
論文頁數:77
中文關鍵詞:關係利益關係品質關係行銷
外文關鍵詞:Relationship benefitrelationship qualityrelationship marketing
相關次數:
  • 被引用被引用:3
  • 點閱點閱:170
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
本文主要目的係探討國民小學與學生家長間關係利益與關係品質的現況、關係利益與關係品質之間的關係,並藉由研究結果提供國小未來強化與改善關係行銷具體方案之參考。根據過去相關文獻的回顧,大部分關係利益的研究著重在公司或企業,針對教育單位的研究相對較為欠缺。而關於學校行銷的研究,行銷概念應用在國民中小學的義務教育範疇尚屬少見,且研究對象大多是教育人員而非家長,研究主題僅集中在學校行銷策略之認知。為達本研究目的,本研究以苗栗縣苑裡鎮中山國小之學生家長為研究對象,抽樣方法採分層隨機抽樣法,總共發出293份問卷,其中有效問卷253份,有效問卷回收率為86.34%,隨後並以SPSS統計軟體進行資料分析。
資料分析的結果顯示,本校學生家長獲得較高程度的關係利益;學生家長與學校間的關係品質以「滿意」構面的同意程度較高;「承諾」構面的同意程度較低。關係利益之「社會利益」構面與關係品質之「承諾」構面認知因家長教育程度之不同而有所差異。整體言之,關係利益與關係品質之間呈現顯著正相關,關係利益能有效預測關係品質。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。
關鍵字:關係利益、關係品質、關係行銷

The objective of this paper is to investigate the relational benefits and relationship
quality between the elementary school and students’ parents. By the results of this paper, the relationship marketing strategy in the school can be strengthened and improved. According to the literature review , we found most of the marketing research in relationship benefits paid attention on business; school marketing research was fewer based on the elementary school and focused on students’ parents. To achieve the purpose of this paper, 293 questionnaires were distributed to the Zhongshan lementary School in Miaoli County, 253 questionnaires were usable. The survey response rate was 86.34%. The model was analyzed using SPSS software.
The results of this paper are as follows: (1) The parents of students at our school get high degree of relationship benefits; (2) Satisfaction of the relationship quality is with a higher degree than commitment; (3) There are significant differences in relational benefits and relationship quality among different level of education; (4) The relation between relationship benefits and relationship quality is significant, and (5) Relational benefits can predict relationship quality.

標題頁 ………………………………………………………………………… i
書名頁 ………………………………………………………………………… ii
審定書 ………………………………………………………………………… iii
授權書 ………………………………………………………………………… iv
中文摘要 ……………………………………………………………………… v
英文摘要 ……………………………………………………………………… vi
謝誌 …………………………………………………………………………… vii
目錄頁 ………………………………………………………………………… viii
表目錄 ………………………………………………………………………… x
圖目錄 ………………………………………………………………………… xii
第一章 緒論 ………………………………………………………………… 1
第一節 研究背景 ………………………………………………… 1
第二節 研究動機 ………………………………………………… 4
第三節 研究目的 ………………………………………………… 5
第四節 研究範圍與對象 ………………………………………… 6
第五節 研究流程 ………………………………………………… 6
第二章 文獻探討 …………………………………………………………… 9
第一節 關係行銷 ………………………………………………… 9
第二節 關係利益 ………………………………………………… 19
第三節 關係品質 ………………………………………………… 26
第四節 關係利益與關係品質 …………………………………… 35
第三章 研究方法 …………………………………………………………… 39
第一節 研究架構 ………………………………………………… 39
第二節 研究假說 ………………………………………………… 40
第三節 研究變數之操作型定義與衡量 ………………………… 42
第四節 研究對象與抽樣設計 …………………………………… 45
第五節 資料分析方法 …………………………………………… 45
第四章 資料分析與討論 …………………………………………………… 46
第一節 樣本資料分析 …………………………………………… 46
第二節 效度與信度分析 ………………………………………… 48
第三節 關係利益與關係品質之現況分析 ……………………… 51
第四節 人口統計變項在關係利益、關係品質之差異分析 …… 54
第五節 關係利益與關係品質之相關分析 ……………………… 56
第六節 關係利益與關係品質之迴歸分析 ……………………… 57
第五章 結論與建議 ………………………………………………………… 61
第一節 研究結論 ………………………………………………… 61
第二節 實務意涵 ………………………………………………… 63
第三節 後續研究建議 …………………………………………… 64
參考文獻 ……………………………………………………………………… 65
中文部份……………………………………………………………… 65
英文部份……………………………………………………………… 67
附錄一:問卷 ………………………………………………………………… 74
自傳 …………………………………………………………………………… 77

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