Assessing predictors that influence working mothers’ perception of child care service quality: A SERVQUAL Analysis
- January 16, 2021
- Posted by: RSIS Team
- Categories: IJRISS, Management
International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue I, January 2021 | ISSN 2454–6186
Mary Asheri Mashoke1, Dalphina Libent-Mabagala2, Fauzia Mohamed3
1Assistant lecturer- National Institute of Transport
2,3 Lecturer- Open University of Tanzania.
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.
Key words: SERVQUAL Model, Service quality, Child care, working mothers’ Perception
1. INTRODUCTION
The increasing number of working mothers of childbearing age in the labor force, unreliable in-house helpers and weakening of extend family supports have increased the demand for quality and reliable care centres (Heir & Cassier, 2010; Hussin et al., 2019, Sammon& Marshall, 2016; Okobah, 2018; Simiyu, 2013).Globally,working mothers shoulder more childcare responsibilities than men due to persistent gender norms across all countries (ILO,2018a)Employed mothers are facing a great challenge of care gap as they are not sure of childcare services in centres or homes (Heir & Cassier, 2010; Simiyu, 2013).One of these challenges concerned managing
