臺南市公立幼兒園服務品質、家長選擇權、家長滿意度及家長忠誠度之相關研究

臺灣生育率下降所導致的少子化現象，正逐漸地改變著社會結構，幼兒園為招收到學生，導致競爭危機。而此情形讓家長對幼兒園選擇時的原因，所重視的服務品質項目，及就讀後對幼兒園的滿意程度與願意繼續就讀並推薦給他人，令人關注。本研究旨在瞭解臺南市公立幼兒園之家長對於幼兒園服務品質、家長選擇權、家長滿意度及家長忠誠度現況，並分析不同背景變項對四者的影響及之間的相關情形。本研究以臺南市公立幼兒園家長為對象，採用問卷調查法，共發出1370份問卷，回收有效問卷1177份，有效回收率86%。研究工具為研究者參考過去國內外學者文獻加以整理編修而成之「服務品質量表」、「家長選擇權量表」、「家長滿意度量表」及「家長忠誠度量表」。所得資料以敘述性統計、獨立樣本t檢定、單因子變異數分析、Scheffé法事後比較、AMOS結構方程式分析。研究結果如下：一、家長對公立幼兒園的整體服務品質與設備有形性、專業保證性兩個構面、家長選擇權、家長滿意度及整體家長忠誠度與親師關係、續讀意願兩個構面皆為中等偏高。二、公立幼兒園家長之居住區（住家）及就讀區（就讀學校）對整體服務品質及設備有形性之影響具有顯著差異。三、公立幼兒園家長之教育程度對家長選擇權之影響具有顯著差異。四、公立幼兒園家長之性別、教育程度、行業別及就讀區對整體家長忠誠度之影響具有顯著差異；而教育程度對親師關係之影響具有顯著差異。五、服務品質正向的影響家長的選擇，而服務品質也會直接影響家長的滿意度和家長的忠誠度，家長的滿意度會進而影響家長的忠誠度。另外研究結果也發現，家長選擇權不會影響家長滿意度。最後，本研究建議政府教育單位能推動一致性的服務品質標準規範，公立幼兒園能增加充裕的環境設施設備及教學空間、場所，以及充分的圖書、多媒體的教學設備，且將重要資訊皆能適時傳達讓家長們知道並樂意傾聽家長的心聲，幼兒園老師多元提供家長參與的機會瞭解家長的想法，並在日常與幼兒互動中態度及親切度應保持正向。

關鍵字

服務品質；家長選擇權；家長滿意度；家長忠誠度

並列摘要

The declining birth rate that caused sub-replacement fertility in Taiwan has been changing the entire social structure. In order to recruit more students, preschools caused competition crisis. Therefore, we pay more attention to the reasons why parents choose certain preschools, their quality of service, satisfaction after they sent their children to the institutions, if they are willing to keep their children in such preschools and if they would like to recommend other parents. The objectives of this study are to understand how parents of children studying in public preschools of Tainan City think of preschool’s quality of service, parent’s choice, satisfaction and loyalty, and to analyse the impact of different background variables on these four factors and their connection. The subjects of this study are the parents of children studying in public preschools in Tainan City. Questionnaire survey is adopted. In total, 1,370 questionnaires were distributed, and 1,177 of them are valid, with a recovery rate of 86%. ‘’Service Quality Scale’’, ‘’Parental Choice Scale’’, ‘’Parental Satisfaction Scale’’ and ‘’Parental Loyalty Scale’’ arranged and edited by domestic and foreign scholars’ literature in the past are used as research tools. Descriptive analysis, independent sample t-test, one-way ANOVA, scheffe post hoc test and AMOS are used to analyse the data. Results of research are as below: the comprehensive servide quality for parents about the equipment tangibility of public preschools and two facets including equipment tangibility and professional assurance; parental choice, parental satisfaction and entire parental loyalty and two facets of parent-teacher relationship and their willingness to make their children continue studies are slightly higher than average. The public preschool’s residential area (residence) of parents and their area of studying (school) have significant differences in the impact of entire service quality on equipment tangibility. The education level of parents has significant differences in the impact on parental choice. Parent’s gender, education level, profession and area of styding have significant differences in entire parental loyalty; however, the education level has significant differences in parent-teacher relationship. The service quality has a positive impact on the parental option, and it also directly influence the parental satisfaction and loyalty. In addition, the parental satisfaction has a further impact on the parental loyalty. According to the results of research, the parental option doesn’t influence the parental satisfaction. Last but not the least, the national education units are recommended to follow the consistent service quality standards and regulations, and the public preschools shall have more facilities, equipment, educational space and locations and sufficient teaching equipment of library and multimedia resources. What’s more, the important information can all be transmitted to parents and their heartfelt wishes can be heard. More than that, teachers working in public preschools shall provide diversified opprtunities of participation to understand their opinions, and they also have to keep their attitude positive and be kind to children in daily life.