| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 103 === The purpose of the research is to understand the key factors which affect the decisions made by most elementary-children parents when they choose a cream school for their children. Using Delphi method, Analytical Hierarch Process （AHP）, as well as a lot of literature review, we try to figure out the orders of these factors in their mind as possible as we can. Through an expert questionnaire method, we aimed at the parents of elementary school children, cream schools, and education practitioners in Kaohsiung areas to make the research. A total of 37 questionnaires were returned with 38 valid ones, for a total of 97.3% return rate, and 92.1% validity rate. The result of this research showed that among the physical assets, intangible resources, and core competencies, the last ones have the greatest effect upon them, and the physical assets are the next. Meanwhile, the prior consideration key factors based on the indexes are as follows: teacher’ service experience, teacher- student ratio, effective communication skills and active responsiveness, environment and facilities, and personnel stability. The less critical indexes are brand goodwill, and incentives.
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