DETERMINANTS OF SERVICE QUALITY FACTORS AND PARENT SATISFACTION IN CHILDCARE CENTRE

Abstract

This study delves into the intricate dynamics of Malaysian childcare centres, focusing specifically on the elements that contribute to service quality and, ultimately, parental satisfaction. The research seeks to understand the underlying connections and impacts of various factors on parent satisfaction, excluding the aspect of educational leadership. With potential adverse outcomes from poor service quality, such as suboptimal child development and parental stress, this study aims to identify the key factors that enhance service experiences in early childhood settings. Adopting a quantitative approach, the study utilizes a causal research design to explore the relationships between various service quality elements and parent satisfaction. A comprehensive survey method was employed, offering a cross- sectional snapshot of opinions from parents with children in Malaysian childcare services. The study's design ensures precision in testing hypotheses, with findings analysed using advanced statistical tools like SPSS and PLS-SEM. The hypothesis testing reveals interesting insights. It shows the rejection of certain assumed direct impacts of basic facilities, curriculum, and program structure on parent satisfaction. However, other factors emerged as significant in shaping parental perceptions. Notably, the study found that specific service quality factors, particularly in the domain of student interactions, play a crucial role in determining parent satisfaction. The research methodology included a pilot study in Kota Bahru, Kelantan, for preliminary validation of the survey instruments. Purposive sampling selected 318 parents from various childcare centres, ensuring a relevant and focused sample. The findings indicate that while some service quality aspects may not directly influence parent satisfaction, others are crucial. The study’s implications are significant for policy and practice in early childhood education, emphasizing the enhancement of specific service quality factors as a strategy to uplift parent satisfaction in Malaysian childcare centres. This research adds an important dimension to the understanding of service quality and parent satisfaction in the context of early childhood education.