A PLS-SEM Analysis of Service Quality and Brand Perception on Customer Satisfaction for Sustainable Growth in Early Childhood Intervention Service

This study examines the influence of service quality and brand perception on customer satisfaction within the specialised setting of Idzmir Kids Hub, an Early Childhood Intervention Centre in Johor Bahru, Malaysia. Drawing on the SERVQUAL framework, the study evaluates five key dimensions of service quality: tangibility, reliability, responsiveness, assurance, and empathy, and investigates their impact on parental satisfaction. Brand perception is incorporated as both a mediating and moderating variable to assess its role in the relationship between perceived service quality and satisfaction. A quantitative approach was adopted, involving survey responses from 136 parents and guardians of children enrolled at the centre. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that all five service quality dimensions significantly influence customer satisfaction. Brand perception partially mediated this relationship, while its moderating effect was not supported. These results highlight the importance of aligning service delivery with brand identity to enhance customer experiences. The study contributes to the service management literature by offering an empirically validated model linking service quality, brand perception, and customer satisfaction in high-involvement, emotionally sensitive care environments.