| 摘要: | 本研究旨在以服務行銷理論為基礎，在幼托整合之後，施行基礎評鑑的背景下，建立幼兒園服務行銷之指標及指標之相對權重。本研究依據幼兒園服務行銷之相關文獻分析與訪談所萃取之重點，經專家審題後，將其層面分成內部、外部與互動等三層面，並彙整出服務行銷指標構念與指標細項。本研究委請12位產、官、學界之成員組成德菲專家群，並以模糊德非法進行指標內容之篩選。接續採用層級分析法以分析指標之相對權重，藉以釐清各指標之重要性，使指標更具實用性。本研究所建立之指標自總體到細項皆經由德菲專家認可，除了可提供幼兒園經營者及其相關人員進行服務行銷推廣時之檢核，並可依據指標權重做優先選擇之順序，期能協助幼兒園提升服務行銷能力之參考。
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. |
