| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 105 === Under the influence of globalization, government policies and the willingness of young couples to forgo or have less children, the birthrate of newborn babies in China has been greatly reduced. The reduction of children has caused a major population structure shift. In the face of such a drastic change, kindergartens must structure themselves in a way that lets them stand out, satisfy parents and attract new customers. Therefore it is necessary and important to study the factors parents use to determine which school they choose and how to keep the parents satisfied. This study investigates parents with children in kindergarten. Setting the scope for the research, the participants chosen were restricted to the Hsinchu county area and their children currently attend a school that is run by the researcher conducting the survey. Using the questions are survey we analyzed the factors the participants used to choose the school as well as which factors make the participant feel satisfied and relevant personal backgrounds of the participants. The sampling range for the research were limited to three of the researchers’ kindergartens, in Hsinchu City, located in Hsinchu County. According to the size of the three kindergartens, 400 participants were selected to take the survey, of which 385 were usable for the research. Finally, the statistical analysis was carried out, and the present degree of the satisfaction of participants was put forward and the correlations were obtained. The following conclusions and suggestions were made according to the relevant information acquired through the research.
In view of the eight factors used when choosing a school (tuition price, school bus service, school facility, environment, kindergarten’s overall image, service, curriculum, and qualified teachers), guardians with different economic and social backgrounds in one kindergarten chain have two different key choice factors. Guardians holding a Master degree and higher and having only one child are more concerned about the qualifications of teachers. Guardians having younger kids (pre-K) put more emphasis on the school facility.
Guardians with various social and economic backgrounds in this corporate kindergarten have an overall satisfaction in all of the eight factors used when choosing a school.
As a whole, guardians in this private chain kindergarten have a high satisfaction. No marked difference in satisfaction is noticed with different guardians based on their backgrounds; gender, age, education, number of children and the age of children. Guardians with various backgrounds are all satisfied with the curriculum, service, school bus service, and the schools facility. They will send their other children to the same school, they will recommend this school to friends, they think their kids are fond of the school, they think most other guardians will make the same choice and they think that the school will attract more students. Each of the eight items are rated satisfied or highly satisfied.
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