幼教業關係行銷與關係品質與家長滿意度之研究

Research in Relationship Marketing' Relationship Quality of Early Childhood Education and Parental Satisfaction

甄啓剛(Chi-Kang Chen)；徐曉林(Hsiao-Lin Hsu)；劉峯銘(Feng-Ming Liu)

幼教 ； 關係行銷 ； 關係品質 ； 家長滿意度 ； Early Childhood education ； Relationship Marketing ； Relationship Quality ； Parents' Satisfaction

東亞論壇

486期（2014 / 12 / 01）

53 - 66

繁體中文

幼教業者所提供的關係行銷與關係品質對於家長而言，除了取得家長持續信賴的基礎外；還需要致力於維持服務的高度一致性，幼教業者所提供的服務項目對於其他競爭者而言是可以輕易被複製的；對於供（家長）需（幼教業）不平衡之下，相對地，對於家長而言，選擇的機會變多。因此幼教業者的服務更需要走向關係行銷與關係品質才能提高家長的滿意度，維持相同的選擇。本研究探討家長對於幼教業者的滿意度，企圖了解幼教業者經由互動、個人化且具附加價值的長期接觸，可以確認與維護及建立與個別顧客的關係，並輔以關係品質，讓家長能夠對業者產生滿意及信賴，以鞏固顧客忠誠度。本研究結果可供幼教業對於維繫家長的關係，以強化顧客忠誠度。

Provision of early childhood education industry relationship marketing and relationship quality for parents, in addition to continuing the basis of mutual trust, needs to be strived to maintain a high degree of consistency of services. As supply (early childhook education) and demand (parent) is unbalanced, the opportunity for parents to choose become more and more. Therefore, early childhood education service industry needs to manage relationship marketing and relationship quality in order to improve parental satisfaction. In this study, we research parents satisfaction of in early childhood education industry, in an attempt to understand early childhood education industry through its interactive, personalized and long-term exposure with parents. The results of this study are available for early childhood education sector to maintain the relationship with parents, in order to strengthen customer loyalty.

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