| Summary: | 碩士 === 中國文化大學 === 青少年兒童福利碩士學位學程 === 106 === This study aimed to construct internal marketing indicators of private nursery centers, based on analysis of the relevant literature as well as the theoretical propositions and to combine with semi-structured interviews of three practical operators in the private nursery centers to propose and summarize the prototype of these indicators. In this study, based on the traditional Delphi method, three experts and academic educators were invited to review the validity of indicator content in order to prepare Delphi questionnaire. Then, twelve experts in relevant areas were invited to divide into three groups: industrial practice experts, relevant government executives and academic educators, through three rounds of Delphi questionnaires to obtain a consensus opinion in order to build internal marketing indicators of the private nursery centers.
This study has several conclusions as follows:
First, internal marketing indicators of private nursery centers consist of five levels, ten indicator facets and twenty-nine particulars.
Second, internal marketing indicators of private nursery centers include organizational consensus, welfare system, communication incentive, professional growth and friendly environment five levels.
Third, organizational consensus level contains two consensus vision and teamwork indicator facets as well as six particulars.
Fourth, welfare system level contains two salary benefits and assessment system indicator facets and six particulars.
Fifth, communication incentive level contains two idea communication and listening incentive indicator facets and six particulars.
Sixth, professional growth level contains two professional training and study training indicator facets and six particulars.
Seventh, friendly environment level contains two environmental facilities and management support indicator facets and five particulars.
Eighth, there are advantages and limitations in the use of traditional Delphi method to construct internal marketing indicators of private nursery centers.
According to the findings, this study proposes specific suggestions for operation of private nursery centers’ internal marketing, government authorities, and the future research.
Key words: nursery center; internal marketing; indicator.
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