Assessment of Predictors that Influence Parents’ Satisfaction towards Private Kindergartens : A SERVQUAL Analysis

• Main Authors: Angelia, Ling, Siti Aisyah, Binti Ya'kob, Irma Yazreen, Binti Md Yusoff, Nor Afiza, Binti Abu Bakar
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society (HRMARS) 2019
• Subjects: HD28 Management. Industrial Management; HE Transportation and Communications; HF Commerce
• Online Access: http://ir.unimas.my/id/eprint/28675/1/Angelia%20Ling.pdf; http://ir.unimas.my/id/eprint/28675/; http://hrmars.com/index.php/pages/detail/IJAREMS
• Institution: Universiti Malaysia Sarawak

This study examines parents’ satisfaction towards the service quality of private kindergarten in Kuching. Five dimensions in SERVQUAL are applied as the indicators that influence parents’ satisfaction. In total 400 questionnaires were distributed to the respondents. Data collected is analyzed by employing descriptive statistics, reliability analysis, correlation and multiple linear regressions. In this research, the Pearson Correlation shows the five SERVQUAL dimensions have a positive and relationship on parents’ satisfaction. In order to identify the best predictor that contributes to parents’ satisfaction, the multiple linear regressions are used to predict the impact on the five SERVQUAL dimensions on parents’ satisfaction. In a nutshell, responsiveness is the most significant and dominant dimension that influences parents’ satisfaction. The results suggest the private kindergarten operators emphasize more on ensuring continuous communication with parents. Teachers play an important role as they should regularly tell and ask parents in order to understand each child's situation. Teachers are suggested to promptly respond to children’s needs and make efforts to address them.