Investigating Parental Satisfaction Towards Private Kindergartens in China: A Chinese Customer Satisfaction Index Approach
Abstract
This study investigates parental satisfaction toward private kindergartens in China using the Chinese Customer Satisfaction Index (CCSI) as the theoretical framework. Specifically, the study examines the relationships among brand image, parental expectation, perceived quality, and parental satisfaction within the context of private early childhood education. As competition among private kindergartens in China intensifies, understanding the factors influencing parental satisfaction has become increasingly important for institutional sustainability and service improvement. A quantitative cross-sectional survey design was employed in this study. Data were collected from parents whose children were enrolled in four private kindergartens located in the Guangxi Zhuang Autonomous Region of China. An online survey questionnaire was distributed, resulting in 109 valid responses for data analysis. The collected data were analyzed using structural equation modeling to examine the hypothesized relationships among the constructs. The findings revealed that brand image positively and significantly affected parental expectation. In turn, parental expectation was found to positively influence perceived quality. Furthermore, perceived quality demonstrated a significant positive effect on parental satisfaction. These findings indicate that parents’ perceptions of kindergarten reputation and institutional image play an important role in shaping expectations, which subsequently influence evaluations of service quality and overall satisfaction. The study contributes to the literature on customer satisfaction and early childhood education by extending the application of the Chinese Customer Satisfaction Index to the private kindergarten sector in China. Practically, the findings provide valuable insights for private kindergarten operators seeking to improve parental satisfaction through stronger institutional image, effective expectation management, and enhanced service quality.
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