Determinants of customers’ behavioural intentation in the childcare service industry: A review of literature

Abstract

The study of behavioural intention lies in the link of retaining and attracting future prospect and ensuring sustainability in competitive market. Parental intention to enrol their children in a childcare centre involves a variety of considerations, which requires the childcare provider to be competitive by ensuring that the best quality service for their customers are delivered to sustain themselves in the market. This is due to the growing number of childcare centres, which create intense competitions among them. Therefore, this paper proposes a conceptual model aimed at investigating the effects service quality, perceived trust, perceived risk, and satisfaction on behavioural intention in the childcare industry. It assess parent’s perceptions of childcare providers. Hence, this study seeks to examine and gain further understanding on the factors that influence parents’ behavioural intention in determine the childcare centre by focusing on the aspects of quality, trust, satisfaction and risk.