本研究主要目的在剖析服務品質、學習成效、關係品質與顧客忠誠度之間的關係,進而提出幼稚園行銷策略上的見解與作法,以提供台灣幼稚園產業經營者策略方向與方法之建議。為達研究目的,本研究兼採文獻分析與問卷調查研究方法。以初級資料及次級資料的蒐集與分析為基礎,作為「台灣地區幼稚園關係品質、服務品質、學習成效與顧客忠誠度研究問卷」編製基礎。藉由問卷發放方式蒐集實證資料,共計發出500份問卷,實得有效問卷325份;之後,經由結構方程式統計分析,獲得本研究之結論,據以提出建議,以達研究目的。 依據文獻探討與問卷調查結果發現,歸納出下列數項結論:關係品質對顧客忠誠度具有正面的影響效果;學習成效對關係品質具有正面的影響效果;服務品質對學習成效具有正面的影響效果;服務品質對關係品質具有正面的影響效果;關係品質在行銷模式中扮演有效且正面的中介性角色。 最後,綜合文獻探討與問卷調查,提出本研究的建議如下: 一、對幼稚園的建議:(一)幼稚園應加強家長對園所的信任、承諾及滿意度等意向,藉由發揮關係品質提升,才能確保服務品質改善,進而提升顧客忠誠度。(二)幼稚園應致力於培養學童聰明、活潑善言、貼心、獨立、分享互動等面向之學習成效,以提升關係品質之成果。(三)幼稚園應加強有形性、可靠性、反應性、保證性、關懷性等五大項目的服務品質程度,以增加學童學習成效及關係品質的表現。(四)幼稚園應強調具教育性的行銷策略運用,以提高產業競爭力 二、對未來研究的建議:(一)幼稚園行銷研究是未來發展的重要趨勢,亦是可以深究的領域。(二)可以延續行銷模式研究至國民教育階段或是高等教育階段。(三)在前述研究基礎上,進行比較性研究。
The main purpose of this study is to explore the relationships among service quality, learning effct, relationship quality, and customer loyalty in kindergartens. Based upon the research findings, suggestions would be offered.This study is accomplished with the process of literature analysis and questionnaires. Based on the literature analysis from datas of first hand and second hand, it helps to offer fundamental and theoretical guidelines for this research. The questionnaire of kindergartens is used for investigating on the current situation and opinions to collect information about these children. The survey is conducted with 500 copies issued and with 325 effective copies returned. Finally, the author will use Structure Equation Modeling (SEM) to analyse data. From the information of literature analysis and questionnaire, the conclusions are as following: 1. The influence of the relationship quality on the customer loyalty is positively. 2. The influence of the learning effect on the relationship quality is positively. 3. The influence of the service quality on the learning effect is positively. 4. The influence of the service quality on the relationship quality is positively. 5. The Relationship quality is the effective and positive role in the marketing model. Finally, based upon the research findings, suggestions are as following: 1. Suggestions to educational administrations: (1) In order to increase customer loyalty, we should increase customer belief, commitment, and satisfaction of kindergartens. (2) In order to improve relationship quality, we should to teach children as smart, lively, and independent. (3) In order to increase learning effect and relationship quality of children, we should increase tangibles, reliability, responsiveness, assurance, and empathy of kindergartens. (4) In order to raise industry competition, kindergartens should stress the educational marketing strategies. 2. Suggestions to further research: (1) Studying kindergarten marketing is an important direction now. (2) We can study marketing mdoels in the stage of public education or high education. (3) In the basis of the prior study, we can do comparable research.