| 摘要: | 在全球化浪潮、經濟不景氣與年輕夫妻生育意願降低的影響下，整體社會人口結構開始改變，國內新生嬰兒出生率大幅降低，造成了少子女化與人口結構改變的問題，面對這樣激烈改變的大環境結構，幼兒園在這樣的浪潮下要如何獲得家長的青睞，從同業競爭中脫穎而出，學童就讀後持續讓家長滿意，是所有幼教業者都會面臨的重要問題。因此研究幼兒園家長在選擇幼兒園的因素以及滿意度方面的研究，是有其必要性，而且很重要。因此本研究的目的在於了解新竹縣市地區不同背景家長選擇幼兒園的因素及對幼兒園的各項滿意度，透過調查某企業幼兒園家長進行問卷調查，研究對象為某企業幼兒園公司的學生家長，設定範圍為新竹縣市某連鎖幼兒園之在學幼兒的家長，並限制幼兒園的地址在新竹縣市區域。透過問卷的調查以分析現有家長選擇幼兒園的相關因素及對幼兒園的各項滿意度，並從相關家長個人背景再進行研究。抽樣範圍為新竹縣市某連鎖幼兒園之3家幼兒園，分布在新竹市1家、新竹縣2家。根據3家幼兒園之規模，樣本之選取將採取普查方式進行，發出400份問卷，回收有效樣本計有385份。
最後，進行統計與分析，提出某連鎖幼兒園家長之滿意度現況分析與相互間之關聯性，獲得以下結論，並根據相關結論提出建議：
一、 某連鎖幼兒園家長在選擇學校「學費價格」、「接送服務品質」、「硬體設備」、「環境」、「幼兒園總體形象」、「服務」、「教學課程」、「師資」等八個因素時，不同家長背景選擇學校時的關鍵因素不同。
家長背景如果是碩士以上學歷、一位子女數會對於師資較其他背景家長更在意，同時子女年齡層較小是幼幼班的家長對於選擇學校硬體設備會高於其他背景的家長。
二、 某企業幼兒園學生家長背景不同，但對於學校教學課程、服務、接送服務品質、硬體設備及其他項目整體滿意度程度為滿意
整體而言，某連鎖私立幼兒園在家長滿意度上都很高：不同家長背景不論在家長身分、性別、年齡、學歷、家中子女數、家中幼兒年齡對於該幼兒園滿意度部分，並沒有特別差異性；意思即為該連鎖私立幼兒園家長對於學校教學課程、服務、接送服務品質、硬體設備及其他項目(若還有其他孩子會繼續選擇就讀該幼兒園、會介紹推薦朋友該幼兒園、認為孩子喜歡到該幼兒園上課、認為大多數家長願意讓子女到該幼兒園就讀、認為該幼兒園入學率會越來越好)整體性不因背景不同而有所差異，個別選項滿意度都呈現滿意與非常滿意的程度結果。;Under the influence of globalization, government policies and the willingness of young couples to forgo or have less children, the birthrate of newborn babies in China has been greatly reduced. The reduction of children has caused a major population structure shift. In the face of such a drastic change, kindergartens must structure themselves in a way that lets them stand out, satisfy parents and attract new customers. Therefore it is necessary and important to study the factors parents use to determine which school they choose and how to keep the parents satisfied. This study investigates parents with children in kindergarten. Setting the scope for the research, the participants chosen were restricted to the Hsinchu county area and their children currently attend a school that is run by the researcher conducting the survey. Using the questions are survey we analyzed the factors the participants used to choose the school as well as which factors make the participant feel satisfied and relevant personal backgrounds of the participants. The sampling range for the research were limited to three of the researchers’ kindergartens, in Hsinchu City, located in Hsinchu County. According to the size of the three kindergartens, 400 participants were selected to take the survey, of which 385 were usable for the research. Finally, the statistical analysis was carried out, and the present degree of the satisfaction of participants was put forward and the correlations were obtained. The following conclusions and suggestions were made according to the relevant information acquired through the research.
In view of the eight factors used when choosing a school (tuition price, school bus service, school facility, environment, kindergarten’s overall image, service, curriculum, and qualified teachers), guardians with different economic and social backgrounds in one kindergarten chain have two different key choice factors. Guardians holding a Master degree and higher and having only one child are more concerned about the qualifications of teachers. Guardians having younger kids (pre-K) put more emphasis on the school facility.
Guardians with various social and economic backgrounds in this corporate kindergarten have an overall satisfaction in all of the eight factors used when choosing a school.
As a whole, guardians in this private chain kindergarten have a high satisfaction. No marked difference in satisfaction is noticed with different guardians based on their backgrounds; gender, age, education, number of children and the age of children. Guardians with various backgrounds are all satisfied with the curriculum, service, school bus service, and the schools facility. They will send their other children to the same school, they will recommend this school to friends, they think their kids are fond of the school, they think most other guardians will make the same choice and they think that the school will attract more students. Each of the eight items are rated satisfied or highly satisfied. |
