The purpose of this study is to construct indicators of service marketing for preschools and to obtain the weight of each indicator. The indicators were developed based on the literature review of service marketing and interview methodology first. Then, the Fuzzy Delphi Method and the analytic hierarchy process (AHP) are used.
By literature review and interview methodology, three dimensions including internal marketing, external marketing and interactive marketing are defined. Secondly, the phases of service marketing are classified and then indicators of service marketing are selected. There are twelve Delphi experts from industry, government and academia were invited to collect common viewpoints and different opinions. Moreover, AHP is used to obtain the weight of each indicator. The phases of service marketing and indicators of service marketing are confirmed by Delphi experts.
The conclusions and suggestions purposed by this study could be the important content of service marketing for preschools. According to the weight of each indicator, the priority of indicators is chosen easily by the preschools. By following the service marketing indicators, the quality of service for preschools can be enhanced effectively. Based on the conclusions of this study, some suggestions were given as a reference for educational administrative institutions, preschools and future researchers.
