私立小學家長對學校服務品質期望與實際缺口之研究-以高雄地區為例

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題名:
私立小學家長對學校服務品質期望與實際缺口之研究-以高雄地區為例
著者: 丁姿吟; Ting, Tzu-yin
鄭新輝; none; 教育學系課程與教學碩士班
主題: 學校服務品質缺口; 實際學校服務品質; 理想學校服務品質; 私立小學家長; actual service quality of the school; ideal service quality of the school; parents of private elementary schools; gap
描述: 面對全球經濟不景氣及公立學校的競爭壓力，私立小學在招生上，比以往還要艱困。近來隨著台灣少子化的現象，也讓私立學校更加努力想要脫穎而出，吸引顧客上門。雖然私立小學招生的困境，有很多不同的原因，但若私立小學可以充分瞭解家長對學校的服務品質期望，善用學校行銷策略，積極發展學校特色，提高服務品質來吸引顧客，進而開拓學校教育發展市場，相信將有助於私立小學的經營能夠更加穩定。本研究以高雄地區私立小學家長為對象，應用P.Z.B.模式之觀念，透過問卷調查，採分層隨機取樣607位進行分析，以了解高雄地區私立小學家長對學校服務品質期望與實際缺口。研究結果發現，私立小學家長對學校服務品質現況期望很高，以「保證性」為家長最重視的構面。私立小學家長對學校服務品質實際感受現況持正向肯定的看法，以「保證性」為家長最滿意的構面。私立小學家長對學校服務品質期望與實際感受有極小缺口，其中以「有形性」構面有較大的缺口存在。不同性別、職業、孩子是否在公立學校就讀過之家長期望學校服務品質有差異存在。孩子就讀年段及孩子是否在公立學校就讀過之家長實際感受學校服務品質有差異存在。不同性別、職業、孩子就讀年段及孩子是否在公立學校就讀過之家長對學校服務品質期望與實際感受缺口有差異存在。本研究最後綜合研究結論，分別針對教育行政機關、高雄地區私立小學與後續的研究提出建議，以做為教育與學術研究之參考。
Private elementary schools, under competitive pressure from public schools, have beenexperiencing increasing difficulties enrolling new students in a worldwide economic downturn. Theimpact of the low birth rate also causes the private elementary schools to strive for greater enrollmentrate. In fact, a variety of different factors contribute to the difficulties of recruiting students in theprivate elementary schools. However, when the private elementary schools competently satisfy parents’demand for high-quality education, adopt effective marketing strategies, strengthen their educationalfeatures, and advance their service performance, they can easily cope with the enrollment difficulties,promote their service in today’s educational market, and maintain sustainable management of theschools’ operation.This research is based on PZB service quality model to assess differences between parents’expected and perceived quality of the educational service in the private elementary schools located inKaohsiung area. A total of 607 parents of the private elementary schools in Kaohsiung were chosen bystratified random sampling method to participate in the study based on their responses to thequestionnaire the researcher had developed under the guidance of her graduate advisor. The statisticalanalysis of the data collected revealed that the parents of private elementary schools expect ahigh-quality educational service and regard “assurance” as the most important dimension in theirevaluation. The perceived quality of parents in the private elementary schools is generally positive andaffirmative and the dimension of “assurance” is considered the most satisfactory one. Generallyspeaking, parents experience a slight gap between their expectation and their actual perception for theservice quality of the private elementary schools selected for their children. The comparatively largergap exists in the dimension of tangibles. Gender, profession, and whether or not their children hadexperiences attending public elementary schools cause differences in parents’ perceived quality of theeducational service of the private elementary schools. Differences in children’s grade levels andwhether or not their children had experiences in the public elementary schools also make certaindifference in parents’ perceived quality. Gender, professions, the grade levels of the students, andwhether or not their kids had attended public elementary schools reflect a kind of diversity in parents’expected and perceived quality of the educational service the private elementary schools provided.Finally, the research result c reveals certain suggestive remarks to the educational administrators and theprivate elementary schools in Kaohsiung, and also provides resources for further research in thefuture.
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建立日期: 2010
格式: 121 bytes
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語言: 中文
識別號: http://nutnr.lib.nutn.edu.tw/handle/987654321/1723
資源來源: NUTN IR

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私立小學家長對學校服務品質期望與實際缺口之研究-以高雄地區為例

丁姿吟; Ting, Tzu-yin 鄭新輝; none; 教育學系課程與教學碩士班 2010

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