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 ง 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.