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Assessing predictors that influence working mothers’ perception of child care service quality: A SERVQUAL Analysis

Author

Listed:
  • Mary Asheri Mashoke

    (Assistant lecturer- National Institute of Transport)

  • Dalphina Libent-Mabagal

    (Lecturer- Open University of Tanzania)

  • Fauzia Mohamed

    (Lecturer- Open University of TanzaniaUniversity, Kenya)

Abstract

This study examines working mothers’ perceptions towards service quality on childcare centres in Dar es Salaam. The study applied five dimensions in SERVQUAL as indicators that influence working mothers’ perceptions. The study used service quality SERVQUAL collected data from 411 working mothers with children aged 2-5 years using structured questionnaires. Data collected were analyzed using PLS-SEM. Findings revealed a significant and positive relationship between service quality dimensions and childcare service quality. It was also shown that tangibility, responsiveness, empathy, assurance, and reliability directly influence service quality, even when the effects of all constructs are considered simultaneously. The study recommends child care centres to conduct service quality surveys among its care givers and parents and consider their opinions in order to identify areas for service quality improvements. Besides, Ministry of Community Development, Gender, and Children need to harmonize childcare services standard guidelines to incorporate working mother’s views since they are directly setting instructive objectives.

Suggested Citation

  • Mary Asheri Mashoke & Dalphina Libent-Mabagal & Fauzia Mohamed, 2021. "Assessing predictors that influence working mothers’ perception of child care service quality: A SERVQUAL Analysis," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(1), pages 27-37, January.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:1:p:27-37
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    References listed on IDEAS

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    1. Necmi K. Avkiran & Christian M. Ringle (ed.), 2018. "Partial Least Squares Structural Equation Modeling," International Series in Operations Research and Management Science, Springer, number 978-3-319-71691-6, December.
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