This study discusses the factors affecting parents’ behavioural intention with respect to the service quality of childcare settings. Additionally, it ascertains the mediating effect of emotional satisfaction of parents in this relationship. The primary data of 364 questionnaires were collected from respondents of four regions in Peninsular Malaysia. The Statistical Package for Social Sciences (SPSS) version 23.0 and Partial Least Square Structural Modeling (PLS-SEM) were used for this study’s data analysis. Dimensions of service quality with 21 items were observed in this paper. The behavioural intention was measured using seven items. The results confirmed that service quality was the antecedent for behavioural intention. In addition, emotion satisfaction embarked the role of mediation factor between service quality and behavioural intention. All the hypotheses relationships were supported. The originality of study gives valuable comprehension with regard to emotional satisfaction in childcare experience, since it contributes significantly to the prediction of behavioural intention. The implication of the study is further discussed in this paper.
Service Quality, Behavioural Intention, Emotional Satisfaction, Childcare Centre