兒童課後照顧服務中心服務行銷指標之研究

CCUR > College of Social Sciences > Department of Social Welfare > thesis > Item 987654321/28194

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28194

Title:	兒童課後照顧服務中心服務行銷指標之研究 A Study on Developing Indicators of Service Marketing for After-school Child Care Centers
Authors:	張書維
Contributors:	青少年兒童福利碩士學位學程
Keywords:	兒童課後照顧服務中心服務行銷指標
Date:	2014
Issue Date:	2014-09-25 15:57:50 (UTC+8)
Abstract:	本研究旨在建構兒童課後照顧服務中心服務行銷指標及其相關權重體系，先經由文獻分析與訪談，作為建構兒童課後照顧服務中心服務行銷指標之依據，透過專家審題後再由德菲專家小組以模糊德菲法取得共識後篩選指標，最後再以層級分析法建立兒童課後照顧服務中心服務行銷指標相對權重體系。依據研究的發現與結果，本研究結論如下：壹、課後照顧服務中心服務行銷指標系統包含三個層面、十一個構念與三十二個指標細項。貳、課後照顧服務中心服務行銷須以人為主，尤其注重內部與互動行銷。參、課後照顧服務中心服務行銷指標系統中，「組織文化」是內部行銷中最重要的之構念，「服務成效」是外部行銷中較為重要之構念，而「師生互動」是互動行銷中最重要的構念。最後根據研究結果提出具體建議，作為兒童課後照顧服務中心於服務行銷與後續研究之參考。 The purpose of this study is to construct indicators of service marketing for afterschool child care center and to obtain the weight of each indicator. First, the indicators were developed based on the literature review of service marketing and Interview approach. Then, the Fuzzy Delphi Method and the analytic hierarchy process(AHP) are applied. By literature review and interview approach, three dimensions including internal marketing, external marketing and interactive marketing are defined. Secondly, the phases of service marketing are classified and then indicators of service marketing are selected. There are twelve Delphi experts from industry, government and academia were invited to collect common viewpoints and different opinions. Moreover, AHP is used to obtain the weight of each indicator. The phases of service marketing and indicators of service marketing are confirmed by Delphi experts. The conclusions and suggestions purposed by this study could be the important content of service marketing for afterschool child care center. According to the weight of each indicator, the priority of indicators is chosen easily by the centers. By following the service marketing indicators, the quality of service for afterschool child care center can be enhanced effectively. Based on the conclusions of this study, some suggestions were given as a reference for educational administrative institutions, afterschool child care center and future researchers.
Appears in Collections:	[Department of Social Welfare ] thesis

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