學校永續經營的關鍵—家長對學前幼兒就讀園所忠誠度的影響因素分析

The Key to School Sustainable Management- The Analysis of Influencing Factors on Parents' Loyalty toward Preschools Their Children Attend

謝亞恆(Ya-Heng Hsieh) ； 林俊瑩(Chunn-Ying Lin)

《教育與社會研究》 23期 (2011/12) Pp. 1-40

https://doi.org/10.6429/FES.201112.0002

摘要

如何提高家長對幼兒園所忠誠度，已成為教育改革下幼教經營者必須面對的一個最重要議題。本研究主要目的在發展一個解釋幼兒家長對子女所就讀園所忠誠度高低的分析模式，在分析上運用了「園所滿意度」做為中介變項，以分析「親師關係」、「子女學習成效」等變項如何影響到家長對幼兒園忠誠度。為了探討上述的研究議題，本研究於2008年以問卷方式針花蓮縣市就讀公私立幼稚園與托兒所學生的家長作抽樣調查（N=1,174）。資料統計分析上使用了描述性統計和結構方程模式等方法。本研究的結果為：家長對幼兒園的忠誠度普遍都很高。而親師關係、子女學習成效與園所滿意度等預測變項都對於家長的忠誠度有直接或間接的顯著正影響，其中，園所滿意度的確扮演著重要的中介角色。最後，研究者根據研究發現，對學校經營實務與未來研究提出些許建議。

關鍵字

幼兒園所 ； 親師關係 ； 學習成效 ； 園所滿意度 ； 忠誠度

並列摘要

How to enhance parents’ loyalty to the preschools their children attend, has become one of the most important issues that preschool administrators face while attempting to reform education. The main purpose of this study is to investigate the mechanism affecting parents’ loyalty to the preschools their children attend in Taiwan. Using ”preschools’ satisfaction” as mediating variables, to investigate ”parent-teacher relationship” , ”childrens’ learning performance”, and ”parents’ loyalty”. A questionnaire survey was administered to a total of 1,174 parents of preschool students in Hualien City/County in 2008. The statistical methods, consisting of descriptive statistics and structural equation modeling, were adopted to analyze the research data. Results showed: The parents showed a high degree of loyalty to childrens’ preschool. The results from the SEM revealed that parent-teacher relationship, childrens’ learning performance, and preschools’ satisfaction have direct and positive effects on parents’ loyalty. In addition to direct effect, parent-teacher relationship and children’s learning performance also indirectly influenced parents’ loyalty through preschools’ satisfaction. In other words, preschools’ satisfaction played a mediational role in the relationship among social network, children’s learning performance and preschools’ loyalty. Finally, based on the research findings, suggestions were proposed as a reference for the practices of management and researches of preschool education.

並列關鍵字

preschool ； parent-teacher relationship ； learning performance ； schools' satisfaction ； loyalty

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