| 摘要: | 本研究旨在建構兒童美語補習班服務行銷指標，經由相關文獻分析作為理論基礎，並結合三位實務經營者半結構式訪談內容，以擬定歸納本指標雛型。本研究採用傳統德菲法，敦請四位專家進行指標內容效度審查，以編製德菲調查問卷。接續，邀請十二位相關領域之德菲專家，分成實務經營、教育行政、學者等三組，透過三回合德菲問卷調查意見以取得共識。最後，以第三回合問卷調查結果進行克-瓦二氏單因子等級變異數分析，檢視本研究三組德菲專家意見之一致性差異分析，以建立兒童美語補習班服務行銷指標。
壹、本研究獲致之結論如下：
一、兒童美語補習班服務行銷指標包含三個層面、十二個指標構面與
六十個指標細項。
二、兒童美語補習班服務行銷應包含內部行銷、外部行銷和互動行銷三個層面。
三、內部行銷層面包含組織文化、專業訓練、福利制度、溝通管道等四個指標構面及其十七個指標細項。
四、外部行銷層面包含品牌形象、價格策略、通路推廣、師資教材、環境設備等五個指標構面及其二十七個指標細項。
五、互動行銷層面包含品質管理、師生互動、親師交流等三個指標構面及其十六個指標細項。
六、運用傳統德菲法方式建構兒童美語補習班服務行銷指標有其優點與限制。
貳、根據研究結果對教育行政主管機關、兒童美語補習班服務行銷運
作，以及未來研究提出具體之建議。
This study aimed to construct services marketing indicators of children's English educational institute, based on analysis of the relevant literature as the theoretical basis and combined with semi-structured interviews of three practical operators to propose and summarize the prototype of this indicator. In this study, based on the traditional Delphi method, four experts were invited to review the validity of indicator content, in order to prepare Delphi questionnaire. And then, twelve Delphi experts in relevant areas were invited to divide into three groups: practice management, educational administration and academics, through three rounds of Delphi questionnaires to obtain a consensus opinion. Finally, the third round of survey results was based on Kruskal-Wallis oneway analysis of variance by ranks to view difference analysis of the present three groups of Delphi experts’ opinions consistency, in order to build service marketing indicators of children's English educational institute.
I. This study comes to conclusions as follows:
First, service marketing indicators of children's English educational institute consists of three levels, twelve indicator facets and sixty particulars.
Second, service marketing indicators of children's English educational institute should include internal marketing, external marketing and interactive marketing three levels.
Third, internal marketing level contains organizational culture, professional training, welfare, and communication channels four indicator facets as well as seventeen particulars.
Fourth, external marketing level contains brand image, pricing strategy, channel marketing, teaching materials and environmental equipment five indicator facets as well as twenty-seven particulars.
Fifth, interactive marketing level contains quality management, teacher-student interaction, exchanges between parents and teachers three indicator facets as well as sixteen particulars.
Sixth, there are advantages and limitations in the use of traditional Delphi method to construct service marketing indicators of children's English educational institute.
II. According to the findings, this study proposed specific suggestions for educational administration authorities, operation of children's English educational institute service marketing and the future research. |
