Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/153483
|
| Title: | 從線上評論系統探討幼兒園服務品質管理與家長需求之研究
A Study on Preschool Service Quality Management and Parents’ Demands Based on Online Review Systems |
| Authors: | 黃婉兒
Wong, Yuen-Yi |
| Contributors: | 顏敏仁
Yan, Min-Ren
黃婉兒
Wong, Yuen-Yi |
| Keywords: | 幼兒教育
幼兒園
教育品質
服務品質
家長需求
線上評論系統
Google地圖
Early childhood education
Kindergarten
Educational quality
Service quality
Parents’ demands
Online reviews systems
Google Maps |
| Date: | 2024 |
| Issue Date: | 2024-09-04 15:25:13 (UTC+8) |
| Abstract: | 追求優質的幼兒教育服務品質不僅要致力提升內部的教學品質，同時也需要重視外部持份者的關係管理，包括暸解家長對教保服務品質的需求，以促進家校關係的有效溝通。隨著少子化現象加劇幼教機構間的競爭，管理者透過有效的服務品質管理，能有助建立機構的競爭優勢，以及提升整體教學品質。線上評論系統已成為數位時代消費者參考和評價服務品質的主要依據和趨勢，也是對於獲取學校資訊有限的家長，用以暸解學校品質與口碑的重要管道。因此，本研究以PZB模式的服務品質構面和缺口模型為理論框架，透過分析Google Maps平台上家長對幼兒園服務的評論，深入暸解家長對幼兒園服務品質的實際需求。研究從正面和負面評論內容中歸納出27項服務品質的要素和85項衡量標準，發現家長對幼兒園服務品質的衡量標準主要以子女的學習體驗為依據，其中關懷性構面和教師素質的要素最受關注。研究結果亦指出家長需求與幼兒園服務之間存在不同類型和程度的缺口，此類缺口不僅可能導致家長產生負面的服務體驗，亦對其為子女選校的決策有所影響。由於現今幼兒教育品質管理較少納入家長觀點，本研究旨在提升幼兒教育業界對家長需求的暸解，並強化管理者對家校關係和服務品質管理的重視，從而推動全面化幼兒教育品質管理的概念之建構。
High-quality early childhood education services must strive not only to enhance internal teaching quality but also to emphasize the management of relationships with external stakeholders. This includes understanding parents' needs regarding the quality of educational services to promote effective communication between home and school. With the intensification of competition among early childhood education institutions due to the declining birth rate, managers can establish a competitive advantage and improve overall teaching quality through effective service quality management. Online review systems have become a primary reference and trend for consumers in the digital age to evaluate service quality. They also serve as an important channel for parents, who have limited access to school information, to understand the quality and reputation of schools. Therefore, this study adopts the PZB model's service quality dimensions and gap model as the theoretical framework. By analyzing parents' reviews of kindergarten services on the Google Maps platform, the study aims to gain an in-depth understanding of parents' actual needs regarding the quality of kindergarten services. The study identifies 27 elements of service quality and 85 measurement criteria from the content of positive and negative reviews, finding that parents primarily assess kindergarten service quality based on their children's learning experiences, with the dimensions of care and teacher quality receiving the most attention. The results also indicate that there are various types and degrees of gaps between parents' needs and the services provided by kindergartens. Such gaps can lead to negative service experiences for parents and influence their decision-making in selecting schools for their children. As the management of early childhood education quality currently seldom incorporates parents' perspectives, this study aims to enhance the industry's understanding of parents' needs and strengthen managers' emphasis on home-school relationships and service quality management, thereby promoting the construction of a comprehensive early childhood education quality management concept. |
| Reference: | 一、中文參考文獻
丁學勤（2009）。學校服務品質量表的發展與因素結構之研究。教育學刊，33，115-158。
方正璽、李佳羚、林孟彥（2022）。分數重要還是人氣重要？自我建構對消費者觀看餐廳評論線索之影響。觀光休閒學報，28（1），99-130。
行政院（2023）。首次生產婦女之平均年齡（生第一胎平均年齡）。https://www.gender.ey.gov.tw/gecdb/Stat_Statistics_DetailData.aspx?sn=lT4902z3YmLGBZadLKLSzQ%40%40&d=m9ww9odNZAz2Rc5Ooj%24wIQ%40%40
李怡慧（2019）。類粉絲效應：網路負面口碑的抑制與弱化。組織與管理，12（2），55-111。
吳金山、朱家廣、鄭菲菲、蔡德謙（2023）。O2O網站服務品質對消費者再購意願影響之研究。電子商務學報，25（2），187-214。
林佩蓉（2020）。幼兒園課程與教學品質評估表2021版。教育部國民及學前教育署。
財團法人台灣網路資訊中心（2023）。2023年台灣網路報告。https://report.twnic.tw/2023/assets/download/TWNIC_TaiwanInternetReport_2023_CH_all.pdf
陳怡廷、欒錦榮（2012）。自然語言處理在口碑研究的應用。中華傳播學刊，22 ，259-289。
陶蓓麗、廖則竣、吳俐瑩（2023）。線上評論之消費者反饋機制的影響：以線上評論有用性及線上評論能見度為基礎之研究。資訊管理學報，30（2），193-220。
許建民、黃煜、楊宗文、郭雨筑（2023）。觀賞性運動賽事服務品質量表發展與驗證。臺灣運動心理學報，23（3），19-47。
陳玉娟（2008）。公私立幼稚園家長對服務品質認知狀況之研究－以台北縣市為例。幼兒教育，290，58-77。
教育部（2022）。幼兒教育及照顧法。https://edu.law.moe.gov.tw/LawContent.aspx?id=GL000542
莊淑惠、林鴻南、吳政霈（2014）。線上產品評論對消費者購買意圖之影響：認知需求與產品知識調節效果之探討。管理評論，33（4），45-65。
黃俊堯、柳秉佑（2016）。消費者線上口碑與評論研究：國內外相關文獻回顧與討論。臺大管理論叢，26（3），215-256。
楊素婷、陳殷哲（2018）。建構私立幼兒園服務品質指標之研究。經營管理學刊，15，1-23。
鄭妃君、葉靜輝、林侑賢（2023）。運用文字探勘及問卷調查探討線上評論對消費者購買意願的影響。東吳經濟商學學報，106，41-64。
劉夢曉（2017）。負面在線評論和商家反饋對消費者購買意願的影響研究。電子商務學報，19（1），83-116。
瞿海源、畢恆達、劉長萱、楊國樞（2012）。社會及行為科學硏究法二：質性硏究法。臺灣東華書局。
二、英文參考文獻
Akbar, M. M., & Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customers loyalty. ABAC Journal, 29(1), 24–38.
Ardalan, A., Rhiel, G. S., & Wermus, M. (2012). A theoretical framework for providing quality service to college degree programs. International Journal of Education Research, 7(2), 97–109.
Arslan, Z., Emre, O., Keskinkiliç, A. U., & Özyazici, K. (2022). Evaluation of preschool education institutions’ service and quality level in meeting parents’ expectations. Çukurova University Faculty of Education Journal, 51(1), 42–75.
Athiyaman, A. (1997). Linking Student Satisfaction and Service Quality: The Case of University Education. European Journal of Marketing, 31(1), 528–540.
Berezina, K., Bilgihan, A., Cobanoglu, C., & Okumus, F. (2016). Understanding Satisfied and Dissatisfied Hotel Customers: Text Mining of Online Hotel Reviews. Journal of Hospitality Marketing & Management, 25(1), 1–24.
Berry, L. L., Zeithaml, V. A., & Parasuraman A. (1985). Quality counts in services, too. Business Horizons, 28(3), 44–52.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Interactive Marketing, 15(3), 31–40.
Blal, I., & Sturman, M. (2014). The differential effects of the quality and quantity of online reviews on hotel room sales. Cornell Hospitality Quarterly, 55(4), 365–375.
Borrego, A., & Navarra, M. C. (2020). What users say about public libraries: an analysis of Google Maps reviews. Online Information Review, 45(1), 84–98.
BrightLocal (2023). Local consumer review survey. https://www.brightlocal.com/research/local-consumer-review-survey
Brown, T. J., Churchill, G. A., & Peter, J. P. (1993). Improving the measurement of service quality. Journal of Retailing, 69(1), 127–139.
Carman, J. M. (1990). Consumer perception of service quality: An assessment of the SERVQUAL dimension. Journal of Retailing, 66(1), 33–55.
Ceglowski, D., & Bacigalupa, C. (2002). Four perspectives in child care quality. Early Childhood Education Journal, 30, 87–92.
Cheung, M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.
Chevalier, J. A., & Mayzlin, D. (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. Journal of Marketing Research, 43(3), 345–354.
Chintagunta P. K., Gopinath S., & Venkataraman, S. (2010). The effects of online user reviews on movie box office performance: Accounting for sequential rollout and aggregation across local markets. Marketing Science, 29(5), 944–957.
Chou, S. M., Chen, T. F., Woodard, B., & Yen, M. F. (2005). Using SERVQUAL to Evaluate Quality Disconfirmation of Nursing Service in Taiwan. The Journal of Nursing Research, 13(2), 75–84.
Cravens, D. W., Holland, C. W., Lamb Jr, C. W., & Moncrief III, W. C. (1988). Marketing's role in product and service quality. Industrial Marketing Management, 17(4), 285–304.
Crosby, P. (1979). Quality is Free. McGraw Hill.
Decker, R., & Trusov, M. (2010). Estimating aggregate consumer preferences from online product reviews. International Journal of Research in Marketing, 27(4), 293–307.
Dellarocas, C. (2003). The digitization of word of mouth: promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424.
Donnelly, M., Kerr, N. J., Rimmer, R., & Shiu, E. M. (2006). Assessing the quality of police services using SERVQUAL. Policing: An International Journal of Police Strategies & Management, 29(1), 92–105.
Dotchin, J. A., & Oakland, J. S. (1994). Total Quality Management in Services Part 2: Service Quality. International Journal of Quality & Reliability Management, 11 (3), 27–42.
Duan, W., Bin G., & Whinston, A. B. (2008). Do Online Reviews Matter? An Empirical Investigation of Panel Data. Decision Support Systems, 45(4), 1007–1016.
Edvardsson, B. (1988). Service Quality in Customer Relationships. The Service Industries Journal, 8(4), 427–445.
Fenech, M. (2013). Quality early childhood education for my child or for all children? parents as activists for equitable, high-quality early childhood education in Australia. Australasian Journal of Early Childhood, 38(4), 92–98.
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6–21.
Friedman, B. A., Bobrowski, P. E., & Geraci, J. (2006). Parents’ school satisfaction: ethnic similarities and differences. Journal of Educational Administration, 44(5), 471–486.
Fung, K. H., & Lam, C. C. (2012). The Tension Between Parents’ Informed Choice and School Transparency: Consumerism in the Hong Kong Education Voucher Scheme. International Journal of Early Childhood, 44(1), 31–52.
Galloway, R. L., & Wearn, K. (1998). Determinants of Quality Perception in Educational Administration: Potential Conflict between the Requirements of Internal and External Customers. Educational Management Administration & Leadership, 26(1), 35–48.
Ganbold, B., Park, K., & Hong, J. (2023). Study of Educational Service Quality in Mongolian Universities. Sustainability, 15(1), 580.
Ganu, G., Kakodkar, Y., & Marian, A. (2013). Improving the quality of predictions using textual information in online user reviews. Information Systems, 38(1), 1–15.
Gummesson, E. (1988). Service quality and product quality combined. Review of Business, 9(3), 14–19.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G. and Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38–52.
Hong, X., Zhu, W., Wu, D., & Li, H. (2020). Are Parents Satisfied with Early Childhood Education Service in Urban China? Empirical Evidence from the Validation Study of the Parent Satisfaction with Educational Experiences Scale. Early Education and Development, 31(2), 200–217.
Hu, B. Y., Zhou, Y., & Li, K. (2017). Variations in Chinese parental perceptions of early childhood education quality. European Early Childhood Education Research Journal, 25(4), 519–540.
Hu, N., Liu, L., & Zhang, J. J. (2008). Do online reviews affect product sales? The role of reviewer characteristics and temporal effects. Information Technology and Management, 9(3), 201−214.
Huang, A. H., & Yen, D. C. (2013). Predicting the Helpfulness of Online Reviews-A Replication. International Journal of Human-Computer Interaction, 29(2), 129–138.
Ingaldi, M. K. (2019). Service quality management-preliminary results of survey for customers. Independent Journal of Management & Production, 10(6), 2046–2059.
Irvine, S., Lunn, J., Sumsion, J., Jansen, E., Sullivan, V., & Thorpe, K. (2023). Professionalization and Professionalism: Quality Improvement in Early Childhood Education and Care. Early Childhood Education Journal.
Katz, L. G. (1993). Multiple perspectives on the quality of early childhood programmes. European Early Childhood Education Research Journal, 1(2), 5–9.
Khan, A. M., & Loan, F. A. (2022). Exploring the reviews of Google Maps to assess the user opinions about public libraries. Library Management, 43(8/9), 601–615.
Lee, K., & Yu, C. (2018). Assessment of airport service quality: a complementary approach to measure perceived service quality based on Google reviews. Journal of Air Transport Management, 71, 28–44.
Lewis, B. R., & Mitchell, V. W. (1990). Defining and measuring the quality of customer service. Marketing Intelligence & Planning, 8(6), 11–17.
Lu, W., & Stepchenkova, S. (2015). User-generated content as a research mode in tourism and hospitality applications: topics, methods, and software. Journal of Hospitality Marketing & Management, 24(2), 119–154.
Majerčíková, J., & Horníčková, B. (2020). The perspectives of parents in relation to the concepts of the quality of pre-school education. Analysis of research discourse. Journal of Language and Cultural Education, 8(2), 69–93.
Mathayomchan, B., & Taecharungroj, V. (2020). “How was your meal?” Examining customer experience using Google maps reviews. International Journal of Hospitality Management, 90, 102641.
Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study of customer reviews on Amazon.com. MIS Quarterly, 34(1), 185–200.
Munawir, Koerniawan, M. D., Dewancker, B. J. (2019). Visitor Perceptions and Effectiveness of Place Branding Strategies in Thematic Parks in Bandung City Using Text Mining Based on Google Maps User Reviews. Sustainability, 11(7), 2123.
Oldfield, B., & Baron, S. (2000). Student perceptions of service quality in a UK university business school and management faculty. Quality Assurance in Education, 8, 85–95.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49(4), 41–50.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12–40.
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125–148.
Prayukvong, W., Sornprasith, A., & Foster, M. J. (2018). Parental expectations of and satisfaction with the services of preschool centres: A case study in Songkhla Province, Thailand. Journal for Multicultural Education, 12(3), 249–266.
Rezaei, J., Kothadiya, O., Tavasszy, L., & Kroesen, M. (2018). Quality assessment of airline baggage handling systems using SERVQUAL and BWM. Tourism Management, 66, 85–93.
Shah, M., Pabel, A., & Martin-Sardesai, A. (2020). Assessing Google reviews to monitor student experience. International Journal of Educational Management, 34(3), 610–625.
Song, B., Lee, C., Yoon, B., & Park, Y. (2016). Diagnosing service quality using customer reviews: an index approach based on sentiment and gap analyses. Service Business, 10(4), 775–798.
Sun, M. (2012). How does the variance of product ratings matter?. Management Science, 58(4), 696–707.
Takeuchi, H., & Quelch, J. A. (1983). Quality is more than making a good product. Harvard Business Review, 61(4), 139–145.
Tan, K. C., & Kek, S. W. (2004). Service quality in Higher Education using an enhanced SERVQUAL approach. Quality in Higher Education, 10(1), 17–24.
Taylor, S.A., & Baker, T. L. (1994). An assessment of the relationship between service quality and customer satisfaction in formation of consumer purchase intention. Journal of Retailing, 70(3), 163–178.
Wang, Y., Zhou, Y., Jiang, Y., Li, H., & Liu, X. (2023). Are Parents Satisfied with China’s Puhui Early Childhood Education? Evidence from a National Validation Study. Early Education and Development, 34(6), 1458–1475.
Wolf, K. D. (2021). Stakeholders’ opinions of quality in Norwegian kindergartens. Early Years, 41(4), 336–352.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). Communication and Control Processes in the Delivery of Service Quality. Journal of Marketing, 52(2), 35–48.
Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74, 133–148. |
| Description: | 碩士
國立政治大學
幼兒教育研究所
111157018 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111157018 |
| Data Type: | thesis |
| Appears in Collections: | [幼兒教育研究所] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 701801.pdf | | 8228Kb | Adobe PDF | 1 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
