幼兒園內部行銷評估指標建構之研究

A Study on the Construction of Preschool Internal MarketingIndicators

伴隨著少子化趨勢的來臨，內部行銷可以成為幼兒園經營的利器；內部行銷首次在1970年代被提及，用以提升組織服務品質，亦即，組織可藉由內部行銷來滿足內部員工需求，並將員工視為內部顧客般對待，以達成組織預期目標。本研究目的在建構幼兒園內部行銷評估指標，利用德懷術問卷調查，在31位專家群協助下完成。經過三回合的德懷術調查，專家群意見已達共識，本研究共建構幼兒園內部行銷六大構面、49項評估指標，其中，六大構面為管理支援、工作環境、組織氣氛、教育訓練、激勵誘因及授權賦能。期望藉由六大構面、49項評估指標結果的成果，能對公部門政策的擬訂與私部門管理決策的提出有所助益。

Following the coming of fewer-children trend, internal marketing is a useful tool to make preschool better. The internal marketing concept was first proposed in the mid 1970s as a way of achieving service quality. The organization must have satisfied employees and treated employees as customers by internal marketing strategies. This study aims to construct internal marketing indicators of preschools in Taiwan. The Delphi technique was used. Data were collected from 31 specialists who work in universities, colleges, and preschools. After completing three times of Delphi techniques arrangement, the study has established six main components of preschool internal marketing, 49 internal marketing indicators. The six main dimensions of preschool internal marketing terms: management support, working condition, organization atmosphere, education training, motivation, empowerment. Results indicated that governments and preschool managers can use six dimensions and 49 indicators as a reference when making policy or management decisions.