| Summary: | 博士 === 中華大學 === 科技管理博士學位學程 === 100 === The objective of this research is to understand the participation of children in after-school programs. For the parents who have children taking part in after-school program services, we want to investigate the evaluation factors stressed by the parents in selecting after-school programs, and to compare the results of the marketing strategies from program providers.
This paper first aims to construct an evaluation model for after-school programs, based on the viewpoints of theories and practices and incorporated both the service quality and the marketing strategy. After a thorough literature review and interview with experts, an evaluation hierarchy, which consists of the factors that should be considered in evaluating after-school programs, is constructed.
The results show that the top three concerns from parents’ perspectives are communication and attentiveness, teacher qualification and counseling, and fee and location; whereas the top three concerns from operators’ perspectives are promotion, price, and product. Our findings reveal a consistency between the concerns of parents and of operators; however, the important rankings from the two perspectives are not exactly the same, implying that the parents and the operators do have somewhat different viewpoints in evaluating the after-school programs.
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