Image and service quality factors affecting parents' loyalty on the use of bub in da pool swimming center for babies and toddlers
Abstract
The purposes of this research were to investigate (1) the image factors affecting
parents’ loyalty on the use of BUB in da POOL swimming center for babies and toddlers
and (2) services factors affecting parents’ loyalty on the use of BUB in da POOL
swimming center for babies and toddlers. Data were collected through the questionnaire
responded by 174 parents of the children and analyzed by the frequency, percentage,
mean, and standard deviation to analyze information on image factors and service quality
that affected the parental loyalty of children using the BUB in da POOL Infant and Child
Training Center. Pearson Product Moment Correlation, Pearson's Product Moment
Correlation Coefficient, and Multiple Regression Analysis were applied to analyze the
data.
The research revealed that the image influenced the loyalty of children’s' parents
using BUB in da POOL business with the branding image value of 0.422 and the
corporate image of 0.330 influencing the parental loyalty of children using the BUB in da
POOL, at the highest level. While branding image factor did not affect the parental loyalty
of the child using the center.
The quality factor influenced the parental loyalty of children using the BUB in da
POOL Center at 0.422 of with the reliability of 0.184 and the parents’ attention to the
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service quality was 0.234, which influenced the parental loyalty. Responding to the
parents of children using the service had the greatest impact on the parental loyalty while
the factor regarding its compactness of the services and trustworthiness trust did not
affect the loyalty of parents of children who used the center for teaching babies, BUB in
da POOL.
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- Theses [97]