國小教師對家長的社會導向與任務導向的溝通如何影響家長忠誠度

The Social-Oriented and Task-Oriented Communication of Elementary School Teachers with Parents How to Influence Parent Loyalty

本研究以家長的角度，欲了解教師對家長的溝通型態以及關係行銷結合方式是否影響家長與教師的關係品質，進而是否影響到家長與學校之關係品質以及家長對教師與學校的忠誠度。據此建立一個家長、教師與學校之間的關係模式。本研究以有子女就讀公立國民小學的家長為對象進行研究，並以分層抽樣方式來進行問卷調查，回收有效問卷417 份，並以結構方程模式(SEM)進行潛在變項之間的路徑分析。本研究主要發現：一、教師的溝通類型對關係行銷結合有正向影響，關係行銷結合對家長與教師的關係品質有正向影響。二、家長與教師的關係品質，對家長與學校的關係品質有正向影響。三、家長與學校的關係品質，對家長對學校的忠誠度有正向影響；且家長與教師的關係品質，也會對家長對教師的忠誠度有正向影響。

This research comes from a perspective of parents and examines whether communication types and relation bonds influence the relationship quality between parent and teacher; further, whether influence the relationship quality between parent and school as well as parent loyalty to teacher and school. Accordingly, a relationship model among parent, teacher and school is constructed. The parents who have a child or children studying in elementary school now are selected as the research scope and we use stratified sampling to collect data. The total effective questionnaires are 417 copies and we use structural equation modeling (SEM) to analyze the paths of the potential variables. The findings of this research are the followings. First, teacher communication types have positive effect on relation bonds, and relation bonds have positive effect on relationship quality. Second, parent relationship quality with teachers positively affects relationship quality with school. Third, parent relationship quality with both teachers and school positively and correspondingly affect both loyalty on teachers and school.