建構私立幼兒園服務品質指標之研究-以竹北市為例

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建构私立幼儿园服务品质指标之研究-以竹北市为例

A Study on Constructing the Service Quality Indicators of Private Preschool – A Case Study of Zhubei City.

杨素婷 , 硕士　　导师：陈殷哲　　

繁体中文

幼儿园；服务品质；修正式德菲法；模糊层级分析法； preschool ； service quality ； Modified Delphi ； Fuzzy Hierarchy Analysis

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摘要 │ 参考文献 (117) │ 国际计量

摘要〈TOP〉

近年来，由於家庭结构及社会型态改变，双薪家庭增长，致使家庭照顾幼儿能力下降，需借助外来组织提供托育服务，分担照顾幼儿的压力，致学龄前教育产业蓬勃发展。学龄前教育阶段是幼儿学习的关键期，也是最具可塑性的，故学龄前教育之服务品质自当受到各界的重视，教育部於101年启动幼托整合政策，将原有之「托儿所」及「幼稚园」合并统称为「幼儿园」，以服务2岁至入国民小学前幼儿，并订定幼儿教育及照顾法及其他多达20项子法，以保障幼儿就读权益。但当教育变为服务业，学生及家长成了顾客，受到少子化浪潮的影响以及家长选择权与品质意識提升的情形下，各私立幼儿园惟有不断提升服务品质，才能吸引家长愿意让孩子就读。
新竹县竹北市外移人口急速增加，其人口成长率自民国95年底的11万9,720人至105年底的17万6,604人，十年内增加约47.51%，不同於其他地区受到人口外移及少子化影响，竹北地区人口数反而逆势成长，因竹北地区邻近新竹工业科学园区，交通便利，移入之人口多为因工作关系移至竹北地区的双薪小家庭，而托育需求亦随之增加，据统计，105年度竹北地区公私立幼儿园之设置占全县之三成五，其中私立幼儿园即占了该地区之八成，显见私立幼儿园在此地区设置之兴盛。在这个竞争的幼教市场中，各幼儿园如何发展自身特色及提升服务品质，足以在此生存，为本研究动机之一
本研究先以文献分析方式找出幼儿园服务品质内涵，运用修正式德菲法，以「政府部门人员(各县市主管学前教育业务之科长)、幼儿园园长、教保服务人员以及家长」为研究专家对象，建构私立幼儿园服务品质指标要素架构；续将竹北市私立幼儿园收费额度区分为三种不同服务品质模式类型，并以各类「私立幼儿园园长、教保服务人员以及家长」为模糊层级分析问卷填答对象，以模糊层级分析法(FAHP)进行各类中各项服务品质要素权重分析，并进行三种不同服务品质模式之探讨，藉以发现其服务品质差异。研究结果显示三种类型之私立幼儿园各项服务品质要素之重要性截然不同，考量其原因除各自幼儿园所发展之特色不同，随着家长所具之学历及社经地位背景之不同，对於幼儿园所提供服务之期待及需求也有所不同；惟幼儿园业者受限於中央及地方教育主管机关对於幼儿园运作所订定之众多相关法令，其所提供之服务内涵必须在符合法令规范下，进而迎合家长需求提供教保服务。
依据本研究结果建议竹北市各类型私立幼儿园可加强包含师资专业、硬体设置以及对幼儿之个别关怀等面向，以提升幼儿园之服务品质；此外并建议中央及地方政府部门应善尽监督及辅导之责任，让私立幼儿园於符合法令规范下，提供教保专业知能研习或进修之机会，以提升教保服务品质；家长於选择幼儿园时，建议可亲自到幼儿园实地了解各该园之办学理念、课程规划以及师资之专业性，并观察幼儿园所营造出的学习氛围，行走动线及设施设备是否具安全性，提供之餐点是否符合基本营养需求等，选择最适合幼儿之就学环境。最後并建议未来研究方向可以探讨竹北市以外之乡镇区域内之私立幼儿园或公立幼儿园之服务品质差异，以及後续可全然以家长(消费者)立场探讨私立幼儿园之服务品质良窳。

并列摘要〈TOP〉

In recent years, due to the change in family makeup and social structure, the number of double-income families has been increasing. It leads to the reduction of the family’s ability of taking care of children on their own. Parents then have to get help from external organizations to provide them with daycare services to lessen the pressure in this regard. Thus, the industry of preschool education has been flourishing. The preschool phase is not only critical but also promising in children’s learning. Given its importance, the service quality of preschool education is definitely taken seriously by all accounts. The Ministry of Education started the policy of integrating the nursery with kindergarten in 2012, making these two collectively called preschool, which is to serve preschool children from two years old to the elementary school age. Several laws, such as  Early Childhood Education and Care Act Law and twenty Sub-laws, are meant to protect the learning rights of preschool children. That said, when education has taken on the essence of the service industry, the students and parents are regarded as customers. Considering the impact  brought by low birth rate, parents’right of choosing preschools and the rising awareness of quality, all private preschools have to enhance their service quality to attract parents for their final vote.
There has been a dramatic increase of immigrant population in Zhubei City, Hsinchu County, with its growth rate from one hundred and nineteen thousands, seven hundred twenty in 2006 to one hundred and seventy-six thousands, six hundred and four in 2016. The increase has been 47.51% in a decade. Such a phenomenon differs from that in other areas which have been affected by population migration and low birth rate. In other words, the population growth is the opposite of this trend in Zhubei City thanks to the job opportunities provided by companies in Hsinchu Science Park Bureau, Ministry of Science and Technology, and the convenience of transportation, Double-income families move in here because of work availability and that the need of daycare services is also rising. According to the statistics in 2016, the total number of public and private preschools combined in Zhubei City made up 35% of that in the entire county,80% of which were private ones. Obviously, the private preschools were prospering in this particular area. In this competitive market of early childhood education, how to showcase preschools’ features and to promote their service quality turns out to be the key element for the survival of preschools , which becomes the basis of this research.
There were a few steps to achieve the purpose of this study. First, the relevant literature was analyzed for the essence of the service quality of preschool education. Secondly, with the Modified Delphi method, the researcher consulted  the supervisors in the government departments in charge of early childhood education, principals and educators of preschools, and parents to construct the module of the service quality indicators of private preschools. Then the private preschools in Zhubei City were categorized into three kinds of service quality types based on their fees. Furthermore, the principals, educators and parents from each respective type were recruited as objects of Fuzzy Hierarchy Analysis Questionnaire. The data was subsequently analyzed by the method of FAHP to explore the differences among of the three models. The results in this study showed that the service of quality and emphasis differed significantly among these three models. The reasons behind such vast differences possibly lie in the expected features each kindergarten aims to present along with the parents’ education background and social status, their expectation and needs of the service provided by preschools. Nevertheless, to provide parents with their preferred preschool care,  the owners of preschool still have to abide by numerous laws mandated by central and local governments regarding their operations of preschool.
Based on the findings, private preschools of any type aforementioned should strengthen the suggested aspects, such as the professionalism of teachers, physical settings, and individual care of each child, to promote their service quality. Moreover, the local and central governments should take the due responsibility of supervision and counseling, ensuring the private preschools to be guided by the law to provide educators with the chance of enhancing their professional knowledge and to elevate the service quality. On the part of parents, when choosing an appropriate preschool for their children, they are encouraged to visit the site personally to know more about the philosophy, curriculum and professionalism of teachers among available preschools. In addition, they can observe the learning atmosphere, the movement trajectory ,the safety of facilities and equipment, and nutritional content of the food provided to make a wise choice. In the end, there are two directions for future research. One is to apply this module to investigating the differences of service quality in preschools in various locations other than Zhubei City. The other is to rate the service quality entirely from the parents’ perspective.

参考文献 ( 117 ) 〈TOP〉

方显光、陈国嘉、吕梅樱(2012)。幼儿教育产业竞争策略之研究。华人前瞻研究，8(1)，95-109。
连结：
王素梅(2011)。台中市家长选择学前教育机构考量因素之调查研究(未出版之硕士论文)。中台科技大学。台中市。
连结：
王进祥、卢新海(2014)。以层级分析法建立影响消费者购屋因素之研究。育达科大学报，39，19-38。
连结：
白凢芸、张隆庭(2013)。海关服务品质之研究：报关业者与海关关员观点。管理实务与理論研究，7(3)，16-32。
连结：
白凢芸、施怡如(2013)。影响消费者使用观光工厂粉丝专页意图因素之研究。管理实务与理論研究，7(2)，100-114。
连结：

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使用DOI作为永久连结

引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。