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Parents` perceived service quality, satisfaction and trust of a childcare center : implication on loyalty


Omar, Nor Asiah and Nazri, Muhamad Azrin and Abu, Nor Khalidah and Omar, Zoharah (2009) Parents` perceived service quality, satisfaction and trust of a childcare center : implication on loyalty. International Review of Business Research Papers, 5 (5). pp. 299-314. ISSN 1832-9543


The aim of this study is to investigate the impact of parent’s perceived service quality on satisfaction and trust. It also explores the relationship between satisfaction, trust and loyalty in a childcare centre. Perceived service quality in a childcare centre has received increasing attention by researchers during the past decade. Research evidence has revealed that perceived service quality has an influence on satisfaction and trust. The data for this research were collected from 201 respondents in Kuala Lumpur and Selangor via survey technique. A comprehensive conceptual model was developed and tested by structural equation modeling using AMOS program. The findings unveil that perceived service quality is positively related to parent satisfaction and trust. In turn, parent’s satisfaction is the most influential determinant of trust. Furthermore this paper delineates several interesting findings that, trust holds a pre-eminent role in the formation of parent’s loyalty towards the childcare centre. However, parent’s satisfaction has no direct impact on loyalty. Implications of the findings, potential limitations of the study and directions for future research are suggested.

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Additional Metadata

Item Type: Article
Subject: Child care services
Subject: Day care centers
Subject: Children - Services for
Divisions: Faculty of Educational Studies
Publisher: World Business Institute
Keywords: Service quality; Satisfaction; Trust; Loyalty and childcare
Depositing User: Emelda Mohd Hamid
Date Deposited: 23 Jul 2012 02:30
Last Modified: 05 Nov 2012 08:41
URI: http://psasir.upm.edu.my/id/eprint/16044
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