| 摘要: | 本研究主要目的是探究本園家長對幼兒園服務品質與經營策略的滿意度看法，並探討家長的背景變項、家長選擇幼兒園決策取向行為，及家長對幼兒園服務品質滿意度之間的關係。最後探討範圍以多數原住民族群家長為主要範疇。以原住民族文化、生活、祭典禮儀、認同教育等觀點為鋪陳作為內容呈現。本研究在方法上以質性研究分析為主，以文獻為基礎形成訪談大綱且採半結構訪談方法來蒐集資料，並對原住民族、新住民族和漢民族家長進行深度訪談，以質化焦點訪談彙整出綜合結論，輔以問卷調查幼兒園服務品質及經營策略，瞭解家長滿意幼兒園之項目。針對不同族群體家長對幼兒園服務品質滿意度的差異情形，提供建議予幼兒園經營者及教師參考。
本研究整理獲致以下結果：
家長在選擇幼兒園行為會以「就近、方便、信任」等指標作為優先的選擇；至於在幼兒園服務品質的「有形性」、「勝任性」、「溝通性」、「合理性」、「反應性」等五個構面以「反應性」滿意度層面及整體滿意度層面，均呈現實際感受略高於期望水準的滿意狀態；家長對園所經營策略認同的「幼兒園師生表現策略」、「幼兒園形象創意活動策略」、「幼兒園價格策略」等三個構面以「幼兒園價格策略」認同度層面及整體認同度層面，均呈現實際感受略高於期望水準的認同狀態；整體家長對於本園幼兒教育的知覺，認為注重品德教育比學習學業技巧重要。
本研究又發現，雖然政府推動多元教育的觀念，期望學校能落實多元課程。但是從「不同族群家長」對於課程教授的需求也有不同的意見，有些家長認為學習以主流課程比較重要，而有些家長則認為學習以「自我文化認同」比較重要。而本論文也有討論。
This study aims to investigate parental perception of, and satisfaction with, the service quality and business strategy of their children’s nurseries, and to discuss the relationships between parental background variables, decision behavior on the part of parents in choosing a nursery and parents’ satisfaction with the nursery service quality. The final discussion of this study focuses on the majority of aboriginal parents, based on the analysis of their aboriginal culture, life, rituals and ceremonies, as well as identity-related education. This study used qualitative analysis and literature review to develop an interview outline. By using semi-structured interviews to gather information, this study conducted in depth focused interviews with aboriginals, new immigrants and Han Chinese parents to understand which aspects the parents were satisfied with, by employing a survey on nursery service quality and business strategies, as well as to come up with a comprehensive conclusion. Given that parents from different ethnic groups differ in their satisfaction with nursery service quality and business strategies, we provide relevant suggestions to the nursery operators and teachers for their reference.
The results of the study are summarized below:
Parents gave priority to factors such as “vicinity, convenience and reliability” when choosing a nursery. Among the five aspects of service quality (tangibility, competence, communication, reasonableness and responsiveness), parents’ actual perceived satisfaction and overall satisfaction with respect to responsiveness were both slightly better than their expectation. Among the three aspects of parental recognition of the nursery’s business strategy (teacher and student performance strategy, image creative activity strategy and price strategy), price strategy showed the actual perceived level of recognition to be slightly higher than expected. In parents’ overall perception of the nursery education, they attached greater importance to moral education than to academic skills.
The study also found that although the government has been promoting diversified education and expected schools to implement diversified courses, parents from different ethnic groups have different opinions on the necessity of these courses. Some parents place more importance on mainstream curriculum, while others emphasize the importance of learning “cultural identity”. This study also sheds some light on this issue. |
