消費者選擇幼兒園關鍵因素

Key factors for the consumers choices of preschool

鄧宗育(Teng Chung-yu)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

本研究之研究目的，旨在了解消費者選擇幼兒園之現況及主要關鍵因素，並應用層級分析法(AHP)之研究程序，
進行調查研究，共計回收100份問卷，進行資料分析。本研究結論分述如下:

一、消費者選擇幼兒園關鍵因素在主要構面中以【教保服務】最為顯著，
　　高於【環境設備】、【組織行政】、【便捷性】及【旁人因素】等四項
構面，因此幼兒園經營者應著重於教師專業訓練及在職進修之機
會，全面提升教學品質以及服務態度，創造出更有特色與優勢的教
保服務。
二、「教學態度認真有愛心」、「親師溝通順暢」、「環境衛生良好」為本　
　　研究比較二十五項，消費者選擇幼兒園之關鍵因素求得之前三項選擇關鍵
因素，而在前述兩項攸關教師之專業與素質，因此業者在聘任教師職員時應充
份溝通，了解該員是否合適於該職場，並對園內之教師職員進行在職訓練，全
面升級教學服務品質，提升消費者滿意度，開創與同業競爭的絶對優勢。
三、透過本研究發現，幼兒園教師的「教學態度認真有愛心」為一般消
費者在選擇幼兒園時，考量的最重要關鍵因素，因此培養學前教育
工作者的服務態度及訓練教師的專業教學能力，為在競爭的學前教
育環境中，最重要的基本功。

關鍵字

消費者選擇 ； 層級分析法 ； 幼兒園

並列摘要

The purpose of this research was to understand the key factors for the consumer’s choice of preschool and to follow the Analytic Hierarchy Process (AHP) procedures, conduct research totally recovery of 100 valid questionnaires were used for data analysis. The conclusions of this study are as followings:

1. The key factors, in consumer’s choice of preschool, were in order to sort by researching “education service”, “environmental equipment”, “preschool organization”, “convenience” and “others effect”, therefore, the management of preschool should focus on the professional training and job training opportunities, to enhance the quality of teaching and service, creating more features and advantages of education services.
2. The "attitude", "communication" and "environment" are the top three of twenty-five factors, the present consumer’s choices of preschool study, especially the first two item are relevance to the teacher’s quality, therefore, the management of preschool should have sufficient communication, to understand the applicant is appropriate in the work place. It also needs to upgrade the teaching quality, and occupational training to improve customer satisfaction, for that reason to create the absolute advantage to the other competitors.
3. Through the study found that preschool teacher’s attitude is the most important key factor of consumers in the choice of preschool, therefore, developing the preschool education workers’ service attitudes and teachers’ teaching ability, are the most important basic skills in early child education field.

並列關鍵字

Consumer's choices ； Analytic hierarchy process (AHP) ； Prechool

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