Applying Kano Model And Ipa To Develop The Internal Marketing Strategy Of The Elementary School  

Oleh:

Yu, Chang-Hsi ; Chang, Hsiu-Chen ; Cheng, Ying-Hsin

Jenis: Article from Proceeding
Dalam koleksi: Asian Network for Quality (ANQ) Congress 2011, Ho Chi Minh City, Vietnam, 27-30 September 2011, page 1-12.
Topik: Kano Model; IPA; Elementary School; Internal Marketing;
Fulltext: TW15.pdf (124.05KB)

Isi artikel

The objective of this paper is applying Kano model and IPA (Importance - Performance Analysis) to develop the internal marketing strategy for the elementary school. The competitive pressure of the educational organization is increased with years, under the trend of fewer children, the freedom of education, and the parents’ higher educational option. The school administration needs to enhance the educational quality with active attitude in order to gain the competitive ability. Although education reform has moved towards education market, teachers are still lack of school marketing thought. It shows that it’s necessary to carry out the internal marketing in the school. However, most of the marketing research paid attention on business; school marketing research was fewer and focused on outside marketing. To fulfill this purpose, this study firstly applies the Kano model and IPA to investigate the internal marketing cognition and operational situation of the full-time teachers of Miaoli public elementary school in Taiwan, and then propose an internal marketing attribute reinforcement and improvement strategy of the elementary school according to the data analytic result.

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