在面對整個社經環境及政府政策的改變，及少子化對私立幼兒園的衝擊，經營幼兒園不再只需師資、設備完善、具教學特色，更應檢視整個大環境的變化及幼兒園自身條件，運用顧客關係管理結合社群行銷於幼兒園之經營規劃，有效提升幼兒園形象，提高招生率，以達成永續經營的目標。 本研究以嘉義市私立雨果幼兒園為研究對象，探討其如何提高服務品質以取得家長的信任，進而提升家長滿意度、忠誠度，讓家長願意成為幼兒園的招牌廣告。本研究採深度訪談，訪問該園所執行長、園長、四位幼教師及五位家長，共計十一人。根據研究架構發展研究命題，並以開放式問題進行深入訪談，進而提出幼兒園運用顧客關係管理以提高家長忠誠度之相關建議。 Under the modern social economic environment and the modification of the government's policies, running a kindergarten not only requires qualified teachers, complete equipment, and featured teaching, but also has to inspect the varieties of the whole environment and the kindergarten's own condition. Applying customer relationship management(CRM) on kindergarten management can help the kindergarten foster a good image effectively, increase its student enrollment rate, and approach the goal of sustainable development. This study takes HUGO KIDS as the object to discuss about how to upgrade service quality and acquire parents' trust, in order to increase the parents' satisfactions and loyalties, make them willing to become the best propaganda of the kindergarten. This study interviewed HUGO's CEO, principal, four teachers, and five parents, totally eleven interviewees. Designing questions with the structure of the research and interviewing with in-depth questions, enable us to put forward some advices about how to increase parents's loyalty by utilizing CRM.
