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MODELLING THE ANTECEDENTS OF CUSTOMER BEHAVIOURAL INTENTION IN THE CHILDCARE SERVICES INDUSTRY

The increasing participation of women in the labour force comes in tandem with an escalating cost of living that demands dual incomes for families. This has inadvertently increased the demand for childcare services, to support the family institution. As a result, stiff competition has been noted...

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Main Author: NIK SYUHAILAH BINTI NIK HUSSIN
Format: Thesis
Language:English
Published: UNIVERSITI MALAYSIA TERENGGANU 2022
Online Access:http://umt-ir.umt.edu.my:8080/handle/123456789/16016
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spelling my.umt.ir-160162022-01-19T08:09:28Z MODELLING THE ANTECEDENTS OF CUSTOMER BEHAVIOURAL INTENTION IN THE CHILDCARE SERVICES INDUSTRY NIK SYUHAILAH BINTI NIK HUSSIN The increasing participation of women in the labour force comes in tandem with an escalating cost of living that demands dual incomes for families. This has inadvertently increased the demand for childcare services, to support the family institution. As a result, stiff competition has been noted amongst childcare service providers in retaining their existing customers. Nevertheless, experience of poor quality service has raised multiple issues that seem to affect the behavioural intention of parents as customers of childcare services. Hence, this study attempts to develop a model that explains the antecedents of customer behavioural intention in the Malaysian childcare service industry, and tests it empirically. The literature lists four antecedents of customer behavioural intention, namely: i) service quality; ii) perceived trust; iii) emotional satisfaction; and iv) perceived risk towards childcare service providers. Based on the Stimulus-Organism-Response Theory (SOR) and Expectancy Confirmation Theory (ECT), a mediational model is proposed in this study which links service quality with customer behavioural intention via perceived trust, emotional satisfaction, and perceived risk. By employing a purposive sampling method, 750 questionnaires were administered to the respondents at selected childcare centres. A total of 554 questionnaires were returned - representing a 73.8 percent response rate. However the usable questionnaires for analysis were 364. The data was analysed using SPSS 23.0 and SmartPLS SEM 3.2.9. Service quality was conceptualised as a secondorder construct arrived at through a reflective-reflective model using a two-stage approach. 2022-01-19T08:09:06Z 2022-01-19T08:09:06Z 2021 Thesis http://umt-ir.umt.edu.my:8080/handle/123456789/16016 en application/pdf application/pdf UNIVERSITI MALAYSIA TERENGGANU
institution Universiti Malaysia Terengganu
building Perpustakaan Sultanah Nur Zahirah
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Terengganu
content_source UMT-IR
url_provider http://umt-ir.umt.edu.my:8080/
language English
description The increasing participation of women in the labour force comes in tandem with an escalating cost of living that demands dual incomes for families. This has inadvertently increased the demand for childcare services, to support the family institution. As a result, stiff competition has been noted amongst childcare service providers in retaining their existing customers. Nevertheless, experience of poor quality service has raised multiple issues that seem to affect the behavioural intention of parents as customers of childcare services. Hence, this study attempts to develop a model that explains the antecedents of customer behavioural intention in the Malaysian childcare service industry, and tests it empirically. The literature lists four antecedents of customer behavioural intention, namely: i) service quality; ii) perceived trust; iii) emotional satisfaction; and iv) perceived risk towards childcare service providers. Based on the Stimulus-Organism-Response Theory (SOR) and Expectancy Confirmation Theory (ECT), a mediational model is proposed in this study which links service quality with customer behavioural intention via perceived trust, emotional satisfaction, and perceived risk. By employing a purposive sampling method, 750 questionnaires were administered to the respondents at selected childcare centres. A total of 554 questionnaires were returned - representing a 73.8 percent response rate. However the usable questionnaires for analysis were 364. The data was analysed using SPSS 23.0 and SmartPLS SEM 3.2.9. Service quality was conceptualised as a secondorder construct arrived at through a reflective-reflective model using a two-stage approach.
format Thesis
author NIK SYUHAILAH BINTI NIK HUSSIN
spellingShingle NIK SYUHAILAH BINTI NIK HUSSIN
MODELLING THE ANTECEDENTS OF CUSTOMER BEHAVIOURAL INTENTION IN THE CHILDCARE SERVICES INDUSTRY
author_facet NIK SYUHAILAH BINTI NIK HUSSIN
author_sort NIK SYUHAILAH BINTI NIK HUSSIN
title MODELLING THE ANTECEDENTS OF CUSTOMER BEHAVIOURAL INTENTION IN THE CHILDCARE SERVICES INDUSTRY
title_short MODELLING THE ANTECEDENTS OF CUSTOMER BEHAVIOURAL INTENTION IN THE CHILDCARE SERVICES INDUSTRY
title_full MODELLING THE ANTECEDENTS OF CUSTOMER BEHAVIOURAL INTENTION IN THE CHILDCARE SERVICES INDUSTRY
title_fullStr MODELLING THE ANTECEDENTS OF CUSTOMER BEHAVIOURAL INTENTION IN THE CHILDCARE SERVICES INDUSTRY
title_full_unstemmed MODELLING THE ANTECEDENTS OF CUSTOMER BEHAVIOURAL INTENTION IN THE CHILDCARE SERVICES INDUSTRY
title_sort modelling the antecedents of customer behavioural intention in the childcare services industry
publisher UNIVERSITI MALAYSIA TERENGGANU
publishDate 2022
url http://umt-ir.umt.edu.my:8080/handle/123456789/16016
_version_ 1738395407664283648
score 13.211869

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