學校行銷組合、學校形象與顧客滿意度之關聯探討：MASEM方法的分析

Association among School Marketing Mix, School Image, and Customers' Satisfaction: MASEM method Analysis

本研究旨在探究學校行銷組合、學校形象與顧客滿意度的關聯，並檢視其影響力道，採MASEM方法進行分析。本研究以國家圖書館資料庫系統為範疇，針對歷年至2016年的相關論文共35篇數據進行後設分析。建構變項間的相關矩陣，再結合結構方程式模型的技術來檢驗本研究建立的結構模式。研究結果顯示學校行銷組合、學校形象與顧客滿意度彼此之間具有中度至高度相關，屬於大效果量。「學校行銷組合影響學校形象及顧客滿意度結構模式」的整體適配度良好，內外衍變項間具有高度的直接效果，而學校形象在兩變項間具有中介作用。

The purposes of this study are to explore the correlation among school marketing mix, school image and customers' satisfaction and to examine the extent of their influences. The study is using the database of National Central Library, the investigator collected 35 studies published from 2004~2016 that are about the three variables interested by the present study and analyzed their data using meta-analysis. The investigator constructed a correlation matrix of the study variables and then used the Structural Equation Modeling techniques to test the structural model. The results reveal that school marketing mix, school image, and customers' satisfaction are middle to highly correlated, and the effects size are large. ＂School marketing mix impacts school image and customers' satisfaction structural model＂ shows the overall fit is good. Furthermore, the endogenous and the exogenous variables are with a high degree of direct effects, and school image has an intermediary role between the two variables.