本研究的主要目的在暸解目前托育機構家長對服務行銷認知之現況、探討不同背景的家長對托育機構服務行銷認知情形、對托育機構忠誠度的影響、並探討托育機構「服務行銷認知」與對機構「忠誠度」之間相關性，以期找出家長的需求與期望。綜合研究結果，提出具體的建議，作為實施服務行銷認知提高家長對機構忠誠度的成效參考。本研究資料收集方式採用問卷調查法，於九十五年一月至二月間針對目前正就讀台中市私立托兒所之幼兒家長進行分層叢集以及隨機抽樣兩階段進行問卷調查，共發出504份問卷，回收480份問卷，有效問卷463份，回收率達95.2%。問卷回收後以SPSS第十組統計套裝軟體中的次數分配與百分比、t檢定、單因子變異數分析、皮爾森相關分析及逐步迴歸分析後，發現：1.家長最重視的是保育人員的專業知識及對幼兒親切、良好的互動。2.家長對定期的戶外教學、才藝的教學，較為期待3.托育機構近便性及各項設施安全、收費高低是影響家長選擇托育機構的影響因素。4.在促銷活動以親職教育活動、親子活動最具影響。5.個人背景特質不同對服務行銷認知及忠誠度有顯著的差異。6.家長的服務行銷認知直接影響了家長對機構的忠誠度。由本研究結果提出以下建議：一.對托育機構業者（1）迎向「服務行銷」的來臨；（2）了解家長的心與期待是建立「忠誠度」的第一步；（3）既有客源的忠誠度經營；（4）重視家長期望的服務與實際認知到的服務是否一致；（5）規劃有特性的服務行銷策略。二.對家長的建議（1）利用科學的方法搜尋托育機構相關資訊，減少搜尋的時間成本；（2）選擇托育機構時了解辦學理念與自己的認知差距；（3）托育機構提供「試讀」服務，建議家長善用，決策時服務體驗是很重要的。
The purpose of this paper is mainly focused on understanding the current status in the cognition of service marketing for parents to the nursery institutions; studying the cognitive condition of service marketing for parents with different backgrounds to the nursery institutions; the influence of parents on the loyalty to the nursery institutions; and studying the correlation between the “Cognition of Service Marketing” for the nursery institutions and “Loyalty” to such organizations; in order to seek out parents’ demand and expectation. In addition, with integrating the study outcome, the author proposed some substantial suggestions as reference to effectively increase parents’ loyalty to the nursery institutions with implementing the cognition of service marketing. The data collecting method of this paper is adopted the questionnaire survey, with aiming at parents whose child (children) currently attend the private nursery institutions in Taichung City, and this survey is conducted on January to February 2006 with using Stratified Cluster and Random Sampling approaches. The total number of questionnaires distributed is 504, 463 valid ones out of 480 returned questionnaires, and the returned rate reached 95.2%. After the returned questionnaires have been collected, the author used the frequency distribution, percentage, t-Test, one-way ANOVA, Pearson’s product-moment correlation and stepwise regression analytical methods that contained in SPSS 10.0 Statistic Package to conduct the analysis, and the outcome is shown as follows: 1. Parents were mostly emphasized on childcare personnel’s professional knowledge and their friendly and good interaction with the children. 2. Parents were highly looked forward to the regular outdoor teaching and talent teaching activities. 3. Convenience of the nursery institution and safety of each facility, and price difference are the considering factors in influencing parents on selecting the nursery institution. 4. Parenting education and parent-child activity among the promotion possessed the most influence. 5. There existed a significant difference among parents’ different individual attribute and different education backgrounds to the recognition of service marketing and loyalty. 6. Parents’ recognition of service marketing has directly influenced on their loyalty to the nursery institution. With the outcomes of this study, the following suggestions are proposed: I. In terms of Nursery Institutions(1) Look forward to the coming of “Service Marketing”; (2) Understand parents’ mind and expectation is the first step towards establishing the “Loyalty”; (3) Management in the existed customers; (4) Emphasize on whether parents’ expected service is identical to the service they practically recognized; (5) Plan a specific strategy of the service marketing.II. Suggestions for Parents(1) Use scientific ways to search for the relevant information of the nursery institutions to reduce the time cost of searching; (2) Understand the difference between the concepts for school management and individual recognition while selecting the nursery institution; (3) Suggest parents to well-utilize the service of “Trial Lesson” that provided by the nursery institutions due to the service experience is very important while making the decision.
