在少子化趨勢下,幼教機構面臨招生不足的壓力。再者,學前教育非義務教育,家長擁有更多的教育選擇。在競爭激烈的市場中為提升優勢,幼教者需了解家長如何從多元的教育型態和課程中,挑選符合需求的幼兒園。本研究欲探討不同市場區隔變項的家長選擇幼兒園的決策過程現況和差異情形,並探討滿意度和忠誠度間的關係。在研究設計上,以EKB消費模式為基礎,採問卷調查法。研究結果整理如下: 需求主要來自家庭內部;資訊最主要是自行前往幼兒園參觀來取得;各層面的整體考量重視程度依序是環境設備、師資、教學保育、行政經營;就讀私立的多於公立的;有中上的滿意度,且滿意度和忠誠度間為高度正相關。不同區隔變項的家長選擇幼兒園的決策過程有差異性存在。
Since fewer baby was born in Taiwan recently, preschool education facing inadequate of children.Preschool education is not a compulsory system,parents can make their own choice from plenty of opportunities. Managers of preschool must fully understand parents’ consideration in searching suitable garden from multiple pattern and curriculum.The study has learned the correlation between satisfaction and royalty of parents. Through EKB consumption model and questionnaires’ survey,the result are: The demand for preschool education comes from inner family. Main information resources token by parents during visiting garden. Ranking of consideration from the most important item are: environment construction, quality of teachers, quality of teaching and education, administration, public or private. The number of students in private own organization are more than those in public units. The degrees of satisfaction are above middle or high level. The correlation between satisfaction and royalty of parents is very high. Parents of different segment are significantly different in procedure of making choice for their children.