Service Quality and Value Affecting Parents’ Satisfaction and Behavioral Intentions in a Childcare Centre Using a Structural Approach

This study proposes and tests an integrative model to examine the relations among service quality, perceived value, satisfaction and behavioral intention in a childcare centre in Malaysia. The data for this research were collected from 201 parents who sent their children to childcare centre. Using structural equation modeling (SEM) techniques, the results reveal the direct effects of service quality on perceived value and satisfaction. Both perceived value and parentʹs satisfaction toward the childcare are significant determinants of behavioral intentions. However, service quality has an indirect effect on loyalty when mediated by perceived value and satisfaction. These findings contribute to the understanding of parent behavior, providing researchers and practitioners with insights into how effectively to manage a childcare centre