| 摘要: | 本研究旨在建構私立托嬰中心內部行銷指標，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，敦請三位專家進行指標內容效度審查，以編製德菲調查問卷。其後，邀請十二位相關領域之德菲專家，分成產業實務專家、相關政府行政主管、教育學者等三組，透過三回合德菲問卷調查意見以取得共識，進而建立私立托嬰中心內部行銷指標。
本研究獲致之結論如下：
1.私立托嬰中心內部行銷指標包含五個層面、十個指標構面與二十九個指標細項。
2.私立托嬰中心內部行銷指標包含組織共識、福利制度、溝通激勵、專業成長及友善環境五個層面
3.組織共識層面包括共識願景、團隊合作二個指標構面及其下六個指標細項。
4.福利制度層面包括薪津福利、評核制度二個指標構面及其下六個指標細項
5.溝通激勵層面包括理念溝通、傾聽激勵二個指標構面及其下六個指標細項
6.專業成長層面包括專業訓練、研習進修二個指標構面及其下六個指標細項
7.友善環境層面包括環境設施、管理支持二個指標構面及其下五個指標細項
8.運用傳統德菲法建構私立托嬰中心內部行銷指標有其優點與限制
根據研究結果對私立托嬰中心內部行銷運作、政府主管機關及未來研究提出具體之建議。
關鍵字：托嬰中心、內部行銷、指標
This study aimed to construct internal marketing indicators of private nursery centers, based on analysis of the relevant literature as well as the theoretical propositions and to combine with semi-structured interviews of three practical operators in the private nursery centers to propose and summarize the prototype of these indicators. In this study, based on the traditional Delphi method, three experts and academic educators were invited to review the validity of indicator content in order to prepare Delphi questionnaire. Then, twelve experts in relevant areas were invited to divide into three groups: industrial practice experts, relevant government executives and academic educators, through three rounds of Delphi questionnaires to obtain a consensus opinion in order to build internal marketing indicators of the private nursery centers.
This study has several conclusions as follows:
First, internal marketing indicators of private nursery centers consist of five levels, ten indicator facets and twenty-nine particulars.
Second, internal marketing indicators of private nursery centers include organizational consensus, welfare system, communication incentive, professional growth and friendly environment five levels.
Third, organizational consensus level contains two consensus vision and teamwork indicator facets as well as six particulars.
Fourth, welfare system level contains two salary benefits and assessment system indicator facets and six particulars.
Fifth, communication incentive level contains two idea communication and listening incentive indicator facets and six particulars.
Sixth, professional growth level contains two professional training and study training indicator facets and six particulars.
Seventh, friendly environment level contains two environmental facilities and management support indicator facets and five particulars.
Eighth, there are advantages and limitations in the use of traditional Delphi method to construct internal marketing indicators of private nursery centers.
According to the findings, this study proposes specific suggestions for operation of private nursery centers’ internal marketing, government authorities, and the future research.
Key words: nursery center; internal marketing; indicator. |
