幼教機構服務行銷指標建構之研究

To Develop Service-Marketing Indexes for Preschool Institutions

本研究旨在建構幼教機構的服務行銷指標，以服務行銷理論為基礎，錨合實務現場訪談的具體內容，構築幼教機構的服務指標雛型，委請專家學者協助構築有效的指標項目，並藉SEM明瞭理論模式和實務資料的適配情形，以建構具信效度之指標。過程中，揀擇14位教育現場的幼教機構經營者與管理者進行半結構式訪談，邀聘產官學各界成員15位組成Delphi專家群組協助指標的確認，並以分層隨機方式抽樣台灣地區私立15%幼稚園及8%托兒所之主管，有效回收問卷為702份。研究發現：本指標可作為幼教機構服務行銷的重要內涵，包括內部、外部與互動三向度、12層面及73題細項，發現具有良好信效度，且不同類型機構均適用之。

The purpose of this study is to develop service-marketing indexes for preschools， and under their reliability and validity status. 14 preschool institution owners were selected to conduct semi-constructive interviews， and 15 people from industry， government and academia were invited to be Delphi experts to help confirm those indexes. 15% private kindergarten and 8% private day care center administrators in Taiwan were stratified randomly sampled. 702 effective responses to the questionnaires were retrieved. It is found that the indexes could be the important contents of service-marketing for preschools， including 3 dimensions， internal， external， and interactive， 12 phases and 73 subitems. They have good reliability and validity， and could be applied to institutions of different types.