課後托育中心市場導向與服務品質之關係研究—以新北市某課後托育中心為例

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Title:	課後托育中心市場導向與服務品質之關係研究—以新北市某課後托育中心為例 The Relational Study between Market Orientation and Service Quality of the After-school Daycare Center –An Example of one After-school Daycare Center in New Taipei City
Authors:	呂紹強 (LU, SHAO-CHIANG)
Contributors:	青少年兒童福利碩士學位學程
Keywords:	課後托育中心市場導向課後托育中心服務品質 After-School Care Center Market Orientation Service Quality of After-school Care
Date:	2018
Issue Date:	2019-05-31 14:46:38 (UTC+8)
Abstract:	本研究針對新北市某立案之私立幼兒園以有使用課後托育中心之家長為研究對象，採用普查抽樣的量化問卷調查方法，共有150名學童。本研究選擇採用家長問卷調查法蒐集相關資訊。基於本研究之重點在於廣泛的瞭解與蒐集家長對課後托育中心市場導向與服務品質之關係。研究工具包括下列四部份：1.有使用課後托育中心之家長特性調查表；2.鍾玉婷（2011）編製之市場導向量表；3.李家儀（2012）的安親班之服務品質將以Parasuraman, Zeithaml 及 Berry（1985）提出十項決定服務品質的因素中採用「有形性」、「可靠性」、「反應性」、「保證性」、「關懷性」等五大構面作為研究之服務品質量表。研究結論有六：1、本研究所使用測驗工具之二項量表最少有達.8水準以上的內部一致性信度。2、課後托育中心幼兒家長在市場導向以「情報傳播」每題平均數最高、以「情報回應」為最低；3、課後托育中心幼兒家長在服務品質之每題平均得分為4.12，其各個構面的得分情形，每題平均得分由高而低依序為「反應性」（M=4.28）、「可靠性」（M=4.25）、「保證性」（M=4.24）、「關懷性」（M=4.18）、「有形性」（M=4.00）。以「反應性」每題平均數最高、以「有形性」為最低。4、課後托育中心市場導向（情報產生、情報傳播、情報回應）與課後托育中心服務品質（有形性、可靠性、反應性、保證性、關懷性），不會因家長背景資料之不同而呈現差異存在。5、課後托育中心市場導向（情報產生、情報傳播、情報回應）與課後托育中心服務品質（有形性、可靠性、反應性、保證性、關懷性）之間具有顯著地中高度正相關。此外典型相關係數ρ=.826，決定係數ρ2=.683，也代表其典型相關之關聯性高。6、課後托育中心市場導向之分量表對課後托育中心服務品質之分量表呈現最有預測力是情報傳播，其預測力在39%-58%之間。 This study adopts census survey to investigate Market Orientation and Quality of After-school Care Service. The total subjects are 150 parents with 100% return rate form one after-school care center in New Taipei City. The measurement tools included: 1. Parents demographic data; 2. Chung Yu-Ting’s Market Orientation Scale (2011); 3. Lee Chis-Yu’s Service Quality of After-school Daycare Scale. Six conclusions are drawn in this study as followed: 1. There are high levels of internal consistency reliability in these two scales which show these two measurement tools can be testified by different sample as cross-validation. 2. “Information communication” is the highest and “information response” is the lowest among the subscales of Market Orientation. 3. “Response” is the highest and “physical configuration” is the lowest among the subscales of Service Quality of After-school Care. 4. Based of homogenous variance of selected subjects within the sane community, there are no significant differences existed between demographic and Market Orientation as well as Service Quality of After-school Care. 5. The subscales of Market Orientation are middle-low positively correlation with the subscales of Service Quality of After-school Care. Besides there are two group Canonical correlation existed between Market Orientation and Service Quality of After-school Care. 6. The best predictor subscale is “information communication” to subscales of Service Quality of After-school Care as explained variance between 39% and -58%.
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