| 摘要: | 本研究旨在建構私立托嬰中心互動行銷指標，經由相關文獻探討及與三位實務經營者半結構式訪談內容，擬定本指標之初稿架構。本研究採傳統德菲法，敦請三位專家學者進行指標內容效度審查，以編製德菲法調查問卷。接續，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，經三回合德菲法問卷調查並取得共識，建構出私立托嬰中心互動行銷指標。
壹、本研究之結論如下：
一、私立托嬰中心互動行銷指標包含四個層面、八個指標構面與三十二個指標細項。
二、私立托嬰中心互動行銷指標包含服務接觸、實踐承諾、建立關係及服務滿足四個層面。
三、服務接觸層面包括托育員與家長互動及托育員與嬰幼兒互動二個指標構面及其十個指標細項。
四、實踐承諾層面包括服務的多元性及服務的專業性二個指標構面及其八個指標細項。
五、建立關係層面包括機構之品牌形象及服務之信任支持二個指標構面及其七個指標細項。
六、服務滿足層面包括重視家長與嬰幼兒需求及家長對服務之滿意二個指標構面及其七個指標細項。
貳、根據研究結果對政府相關單位、私立托嬰中心互動行銷指標運作，以及未來之研究提出具體建議。
The purpose of this study was to develop indicators of interactive marketing for private nursery centers. After the literature review and semi-structured interviews with three practical operators, the preliminary indicators were drawn up. In this study, based on the traditional Delphi method, three experts were invited to review the content validity of indicators in order to prepare the Delphi questionnaire. And then, twelve Delphi experts in the relevant areas were divided into three groups: industry practice experts, relevant government executives, and academic educators. After three rounds of Delphi questionaires, the Delphi experts reached a consensus and the indicators of interactive marketing for private nursery centers were established.
I. The conclusions of this study are as follows:
First, indicators of interactive marketing for private nursery centers consist of four levels, eight indicator facets and thirty-two particulars.
Second, indicators of interactive marketing for private nursery centers include four levels of contact with services, practicing commitment, relationship building and satisfaction with services.
Third, contact with services level contains interaction between the caregiver and the parents, and interaction between the caregiver and the infant two indicator facets and its ten particulars.
Fourth, practicing commitment level contains service diversity, and service professionalism two indicator facets and its eight particulars.
Fifth, relationship building level contains brand image of the organization, and trust and support service two indicator facets and its seven particulars.
Sixth, satisfaction with services level contains emphasis on parents and infants' needs, and parent satisfaction with services two indicator facets and its seven particulars.
II. According to the findings, this study proposed specific suggestions for government-related units, operation of interactive marketing for private nursery centers and the future research. |
