| 摘要: | 本研究旨在托嬰中心品牌形象、家長滿意度與忠誠度之關係，採用問卷調查法，以三家新北市公辦民營托嬰中心家長進行問卷調查，回收有效問卷共180 份。透過資料分別以「描述性統計」、「t 檢定」、「單因子變異述分析」、「Pearson’s 積差相關」及「多元迴歸分析」等統計方法加以分析，研究發現如下：
1. 在品牌形象層面，家長給予分數排序為象徵性、功能性及經驗性。
2. 在家長滿意度層面，家長給予分數排序為服務態度、照顧品質、親師互動。
3. 在忠誠度層面，家長給予分數排序為價格容忍度、推薦意願、正向好感持續性。
4. 不同性別、家長身分、年齡、家中成員人數、教育程度、每月平均月收入及托嬰胎次的家長分別在品牌形象部分層面達顯
著差異。
5. 不同性別、家長身分、年齡、職業、教育程度及每月平均月收入的家長分別在家長滿意度部分層面達顯著差異。
6. 不同年齡、未滿3 足歲子女人數、教育程度及每月平均月收入ii的家長分別在忠誠度部分層面達顯著差異。
7. 象徵性、服務態度可以預測忠誠度之正向好感/持續使用26.1%變異數。托嬰中心家長覺知象徵性及服務態度越高其對托嬰中心忠誠度之正向好感/持續使用覺知越高。
8. 服務態度可以預測忠誠度之推薦意願17.6%變異數；托嬰中心家長覺知服務態度越滿意則推薦意願越高。
9. 服務態度、親師互動可以預測忠誠度之價格容忍度15.4%的變異數；托嬰中心家長感知服務態度越高對托嬰中心價格滿意容忍度越高，家長感知親師互動越高則對價格容忍度越低。
The research aims to investigate the relation among the brand images of nursery, parents’ satisfaction and loyalty, by conducting questionnaire survey in three parental customers of New Taipei City’s public nursery,with a total of 180 valid questionnaires in return. The results were analyzed with statistic analysis, such as Descriptive Statistics, T-Test, Analysis of variance, Pearson Product-Moment Correlation and Multiple Regression Analysis, and the results were as the following:
1. Regarding the aspect of the brand images, the ranking scores from parents are symbolism, functionality and Empiricism.
2. Regarding the aspect of parents’ satisfaction, the ranking scores from parents are service attitude, caring quality, and interactions between parents and teachers.
3. Regarding the aspect of the loyalty, the ranking scores from parents are price tolerance, recommendation intention, and positive amicability persistence.
4. There are significant differences in the aspect of brand images of nursery regarding parents’ different gender, social status, ages,number of family members, and level of education, average monthly income and infant birth parity.
5. There are significant differences in the aspect of parents’ satisfaction regarding parents’ different gender, social status, ages, number of family members, level of education and average monthly income.
6. There are significant differences in the aspect of loyalty regarding parents’ different ages, number of children under age of three, level of education and average monthly income.
7. The prediction on the symbolism of brand image and the service satisfaction, explained 31.0% of variance in loyalties. The higher the symbolism of brand image and the service attitude of parents’
satisfaction, the higher the loyalty in positive impression and the awareness of continuous use.
8. The prediction on the symbolism of brand image and the service iv satisfaction, explained 31.0% of variance in loyalties.
9. The prediction on the level of loyalty in intention of recommendation explained 17.6% of variance in service attitude. The higher the awareness of service attitude, the higher the intention of recommendation.
10. The prediction on the level of loyalty in the tolerance of price explained 15.4% of variance in service attitude and interactions between parents and teacher. The higher the awareness of service attitude, the higher the tolerance of price of nursery; the higher the interactions between parents and teacher, the lower the tolerance of price. |
