Exploring the Key Factors of Selecting Kindergarten for Parents - Evidence from a Kindergarten in Yunlin

• Main Authors: LIN,HUI-ZHU, 林惠珠
• Other Authors: LIN,MING-FANG
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/5b8a2t

碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 103 === This study was to investigate the key decision factors of parents to choose the kindergarten for their children. Under the impact of declining birthrate, the kindergarten enrollment is facing fierce competition. Therefore, after the integration of preschool childcare, it is needed for operators to thoroughly analysis the current situation and grasp parents intent to select a kindergarten for their children. The consumer behavior of parents could be resulted in sustainable development for a kindergarden. So, to understand what are decision factors for parents to choose kindergarten and to realize what are satisfaction factors parents expected is worth exploring on business issues. The study object is focused on the parents of a private kindergarten in Yunlin County by using SWOT and PZB model to further understand of the needs of parents for their children preschool education. From SEM analysis under a PZB model, the study found that the contructs of tangibles, responsiveness, and assurance are the key factors for parents to choice a kindergartrn for kids.