幼教業發展策略對家長選擇之實證研究

Empirical Study on the Industry Development Strategy Choice to Parents of Preschool Education

甄啓枝(Chao-Jen Chen) ； 王國華(Kuo-Hua Wang)

《興國學報》 16期 (2015/01) Pp. 185-204

摘要

在台灣，薪資架構生態迫使女性必須投入職場，雙薪家庭也因應而生，衝擊了傳統社會價值及家庭功能。為了使家長在職場勞動中能安心工作，幼兒托育的需求及幼兒托育機構的重要性增加，社會對於幼兒托育機構的需求及期許也日益視。本研究以幼教業發展策略對家長選擇之實證為題，針對人口變數、服務品質及品牌認知對於家長滿意度之影響為研究構面，並且在臺北市以發放問卷的方式與幼教業者取得聯繫，獲得該幼教業者同意協助發放問卷於家長，家長完成填寫後再送回該幼教業。正式問卷發放後再經過信度、相關分析後，可驗證人口變數、服務品質及品牌認知對於家長滿意度有正向影響。本研究結果可提供幼教業者經營策略之參考以強化家長對於幼教業之選擇。

關鍵字

幼教業 ； 服務品質 ； 家長滿意度 ； 品牌認知 ； 台北市

並列摘要

In Taiwan, the salary structure and ecology have enforced women going into the workplace and therefore the double-income family was born, which have dramatically impacted the traditional social values and family functions. In order to enable parental labor to go about their work comfortably at the workplace, the importance for the needs of child care and child care institutions are increased. Social demands and expectations for child care institutions have also drawn more attention. This research focuses on demonstration of early childhood education industry development strategy for parental choice as its theme. The impacts of demographic variables, quality of service and brand recognition on parent satisfaction are constructed in the present research. The contacts with preschool operators were established in form of questionnaires in Taipei City and the preschool operators agreed to assist distribution of the questionnaires to parents. These questionnaires were then feedback to the kindergarten operators as the questionnaires were completed by parents. Reliability and correlation analysis were performed after formal questionnaires were issued, it is verified that the demographic variables, quality of service and brand recognition do have a positive impact on parent satisfaction. The results of the present research provide references for preschool operators' management strategies and strengthen parents' choices for preschool.

並列關鍵字

early childhood education ； parent satisfaction ； service quality and brand recognition ； Taipei City

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