家長知覺幼兒園行銷策略、選擇幼兒園決策取向及滿意度關係之研究

A Study of the Relationship among Parents' Perception of Kindergarten Marketing Strategy, Choosing Kindergarten of Decision-Making Orientation and Satisfaction

本研究旨在探討家長知覺幼兒園行銷策略、選擇幼兒園決策取向及滿意度的現況和關係；利用問卷調查法，以台中、彰化地區458位幼兒園家長為研究對象，採用「幼兒園行銷策略量表」、「選擇幼兒園決策取向量表」、「滿意度量表」三個量表，進行統計分析。本研究發現：（一）不同背景變項的家長知覺幼兒園行銷策略、選擇幼兒園決策取向及滿意度有顯著差異。（二）家長知覺幼兒園行銷策略、選擇幼兒園決策取向及滿意度間有顯著相關。（三）幼兒園類型、幼兒園行銷策略對選擇幼兒園決策取向有顯著預測力。（四）幼兒園類型、幼兒園行銷策略、選擇幼兒園決策取向對滿意度有顯著預測力。本研究據此結果提出建議，供教育當局、幼兒園及教師和後續研究之參考。

The main purpose of this study was to explore the current situation and relationship among parents' perception of kindergarten marketing strategy, choosing kindergarten of decision-making orientation and satisfaction. The study was conducted through the questionnaire-survey method. Subjects were 458 kindergarten parents from Taichung and Changhua. Three scales, "Kindergarten Marketing Strategy Scale", "Kindergarten Decision-Making Vector Table", and "Satisfaction Scale" were used for statistical analysis. The results of the study were as follows: (a) There were significant differences in the different background variables of parents' perception of kindergarten marketing strategy, choosing kindergarten of decision-making orientation and satisfaction. (b) There were significant correlations among parents' perception of kindergarten marketing strategy, choosing kindergarten of decision-making orientation and satisfaction. (c) Kindergarten type, kindergarten marketing strategy could significantly predict choosing kindergarten of decision-making orientation. (d) Kindergarten type, kindergarten marketing strategy, choosing kindergarten of decision-making orientation could significantly affect satisfaction. The suggestions were made by the results of this study, and provided for educational authorities, kindergartens, teachers and future researches.