A case study on parents' perceived service quality, satisfaction and trust of a childcare centre - Permata Kota Samarahan / Aminah Idris and Hazlina Mohd. Jalil

Nowadays, parents especially those from urban area are both involve in the work force, which gives rise to the demand for childcare centres to look for their children. When searching for the right childcare centre to send their child to, parents tend to make a decision based on their perceived view of the service quality of childcare, their satisfaction as well as trust in the particular childcare centre question. This is where the study comes in as it focuses on how the relationship of parents’ perceived service quality, satisfaction, and trust in the context of childcare are related. A random sample of 80 parents has been answering the questionnaires, while staffs at Permata Negara Childcare Centre have been interviewed to obtain relevant information for this study. It is found that there is a relationship between the level of parents’ satisfaction, service quality as well as trust which will affect how parents view the childcare centre. The study is able to prove that there is a positive relationship between the perceived service quality and parents’ satisfaction. However, the scope of the study is quite limited as it focuses on a specific sample of respondents sending their child to only one childcare centre.