An Empirical Study On How The Service Quality Of Preschool Impact Upon Parent’s Choice In Xinbei City

Taiwan, because of social changes in family structure have different family members in order to pursue a better quality of life and meet wholeheartedly, as under the family livelihood efforts, resulting in social and family structure, function, content and resulting changes in morphology are while raising children is not easy with those caused by a gradual reduction of the population across the globe. Therefore, the one-child family is widespread in eastern and western countries, but also because of the one-child reason, parents of preschool institutions pay more attention to the quality of teaching, every parent wants the child can receive the most comprehensive education quality, so choosing the right more important preschool institutions. In this study, the quality of early childhood services industry empirical research on parental choice, for the study of Taipei city, explore the service quality and brand awareness and parent satisfaction as main dimensions, attempt to understand the choice of parents for early childhood education industry relations. In this study, data analysis included descriptive statistics methods, reliability analysis, correlation analysis, and multivariate analysis of variance and hierarchical regression analysis to quantify the statistical analysis.The results for demographic variables and service quality and brand awareness for the impact of parental satisfaction, explores the demographic variables and service quality and brand recognition as independent variables, the dependent variable is the parents’ satisfaction. Questionnaires covering Zhonghe City, Taipei cities, Yonghe, Banciao City, Sanchong and Xindian City, a total of five regional preschool industry to get in touch and get the early childhood education industry agreed to assist in the parent questionnaires, and asked parents to complete the post-then back to the early childhood sector. Once every two weeks during the recovery of the sample, the use of quotas in each region to select six preschool sector, a total of30schools, each school distributed50copies, a total number of1,500questionnaires, after deducting the invalid questionnaires, the effective sample size was1011copies, The response rate was67.4%. After issuing a formal questionnaire after1011copies of reliability, the correlation analysis, verifiable demographic variables have a positive impact on parent satisfaction, service quality, satisfaction for parents to have a positive impact on brand awareness and have a positive impact on parent satisfaction. The results of this study may provide reference preschool industry operating strategies to enhance parental choice for early childhood education industry.