The Study of Parents?Choice Behanors Concerning the Integrated Service Guality of Kindergartens

[[abstract]]This research mainly discussed: (1) The current state of selection behavior on kindergartens according to the parent?s social characteristics; (2) The current state of service demand on indergartens according to the parent?s social characteristics; (3)The overall satisfaction of the kindergarten?s service quality ccording to the parent?s social characteristics. The researcher gathered data from previous literatures and theories, and established the research structure by analyzing and arranging them. The population were the parents in municipal or private kindergartens in Ksohsiung city, 550 questionnaires delivered in total, 452 portions recycled. After elimination of the invalid ones, 415 samples obtained, with a recycle rate of 75%. Conclusions made by the results were shown as follows: (1) Patents with different incomes and occupations had significant differences on selection of kindergartens, and the parents who worked in the field of industry concerned the reasonability of price. (2) Parents with an education background above attending university and worked as polices, soldiers, public officers, educators, businessman or orker considered the characteristics of a kindergarten was the environment. And for the parents worked as polices, soldiers, public officers, educators, housekeeper, manufacturer and freelancers, they considered there is no need to increase the service items at kindergartens (3) The parents with an education above attending university had a higher satisfaction than other parents; the elder parents also had a higher satisfaction than the other parents. (4) The parents with an education above university or graduate school had a significant higher recognition of overall service quality than the parents only had an educational background below occupation schools. (5) The lower the personal income of the parents, the lower their overall satisfaction toward the service quality provided by the kindergarten. (6) The parents engaged in business activities got a higher overall satisfaction than other parents. This research set forth concrete recommendations for kindergartens,administration entity of school, manager of kindergartens and ducators at kindergartens as a rference