| 摘要: | 本研究旨在建構社區保母系統居家托育服務行銷指標及其相對權重架構體系，以作為相關理論與實務之參酌與檢核。本研究之德菲專家群包含學者專家、資深實務工作者與相關單位政府官員等15位，進行模糊德菲法與層級分析法之問卷調查，以建構出社區保母系統居家托育服務行銷之內部、外部與互動行銷等之指標層面、構念與執行事項，並根據研究的結果分析提出相關結論與建議：
在結論部分包括兩部分：壹、社區保母系統居家保母人員托育服務行銷指標內涵：一、社區保母系統居家托育服務行銷指標其內涵可分為三個層面、六個構念、十四個指標細項；二、社區保母系統居家托育服務行銷指標層面以「內部行銷」為最重要；三、社區保母系統居家托育服務行銷指標構念以「專業倫理」、「合作溝通」為最重要；四、社區保母系統居家托育服務行銷指標項目以能同理心與家長溝通並建立良好伙伴關係為最重要。貳、社區保母系統居家保母人員托育服務行銷之權重與架構：一、內部行銷包括「專業倫理」、「教保知能」，及其五項指標執行項目；二、外部行銷包括「信譽形象」、「推廣網絡」，及其五項指標執行項目；三、互動行銷包括「合作溝通」、「親職教育」，及其四項指標執行項目。
最後，本研究者根據上述研究結論，提出以下之建議。壹、對托育相關實務之建議：一、了解社區保母系統居家托育服務行銷指標之內涵有助於提升實務工作者的整體托育品質；二、建立托育服務行銷指標之權重體系有助於主管機關之督導與管理作用；三、強化居家保母人員的內部行銷之推廣機制。貳、對未來相關研究之建議：一、適宜程度較低的指標可以再探究之；二、擴增其他相關研究方法以延伸指標之實務運用。
The purpose of this study was to construct the service marketing indicator for the community child care scheme and the weigh system of research structure for consulting and examining related theories and practice. 15 Fuzzy Delphi experts of this study included professionals, senior carers and officials, all proceeded with the documented investigation that was analyzed by Fuzzy Delphi Method and Analytic Hierarchy Process (AHP). And it constructed the levels, dimensions and executive items of the internal, external and interactive marketing indicators of the community child care service. According to the result and the analysis of this study, there were some associated conclusions and suggestions as following:
It can be divide into two parts for the overall conclusion. First, the indicator of community babysitter system for the contents of the home child care service marketing: 1. The content of the service marketing indicator for the community child care scheme can be divided into three levels, six dimensions, and fourteen detailed indicators. 2. The “internal selling” of the levels of service marketing indicator for the community child care scheme was very important. 3. The “professional ethics” and “cooperative communications” were very important for the dimensions of the service marketing indicator for the community child care scheme. 4. Being empathetic to parents and building a virtuous relationship with them were very important for the detailed indicators of the service marketing indicator for the community child care scheme.
Second, the weight & architecture of community babysitter system for home child care service marketing: 1. For the internal service marketing, it includes “professional ethics”, “knowledge education” and other five target execution items. 2. For the external service marketing, it includes “image credit”, “network promotion” and other five target execution items. 3. For the interactive service marketing, it includes “cooperative communications”, ”parents education” and other four target execution items.
Finally, the suggestions according to the conclusions were given by the researcher as follows. The following advice of related practices of family day care included: 1. Understanding the service marketing indicator for the community child care scheme has improved the entire quality of care. 2. Building a weighing system for the family day care marketing indicator helped the competent authority supervise and manage. 3. Reinforcing the internal advertisement of the family child provider. The following are some recommendations for the prospective and related research. 1. The point of lower adequate degree needs to be explored more in detail. 2. Related methods of the research should be explored to extend the application of practice indicators. |
