Measuring Satisfaction Towards Private Nursery In Kuching

• Main Author: Ho, Chui Tchin
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak, (UNIMAS) 2019
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/34599/2/Ho%20Chui%20T.pdf; http://ir.unimas.my/id/eprint/34599/
• Institution: Universiti Malaysia Sarawak

Customer satisfaction has been regarded as the useful benchmark for an organization to be successful as it has positive effect on market share and customer retention. The spring up of private nurseries in this era has triggered the trend for working parents to send their kids to private nurseries. This phenomenon has led to the increasing interest in assessing the service quality provided by nurseries. Therefore, this research aimed to examine the relationship between service quality and parents' satisfaction towards private nursery. A total of 399 samples were obtained in this study through distribution of questionnaire to Kuching regions. Pearson's Correlation Analysis had been run to examine the existence of positive or negative relationship between independent variables (tangibles, reliability, responsiveness, assurance and empathy) and dependent variable (parent satisfaction). Multiple Regression Analysis had also been used to determine the most dominant dimension that contributes to parents' satisfaction. The findings of this research study show that majority of the respondents have high level of satisfaction towards the service offered by private nursery in Kuching. Meanwhile, there is a significant relationship between SERVQUAL dimensions and parents' satisfaction except reliability dimension. In addition, findings also found out that tangibility of the service is the most dominant dimension in enhancing parent satisfaction. Thus, it is encouraged service providers in nursery place more emphasize on physical facilities of the nursery as well as maintaining hygiene to leverage parents' satisfaction.