The Impact of Early Childhood Education Service Quality on Recommendation Intention through Service Value and Brand Image Perception

Purpose: This study aims to analyze the effect of emotional responses felt by parents, who are the main target of choosing early childhood education institutions facing a low birth rate crisis, through quality experience of early childhood education services on service value, brand image, and recommendation intention.Methods: A survey was conducted targeting parents who send their children to early childhood education institutions, and the data collected through the survey were analyzed and verified through multiple regression analysis and simple regression analysis using the SPSS 22.0 statistical program.Results: The results of this study are as follows. Through correlation analysis and hypothesis verification, it was found that human resources, physical environment, operation management, and interaction among the early childhood education service quality factors significantly affected service value and brand image, and service value and brand image significantly affected recommendation intention.Conclusion: This study aims to approach ways for early childhood education institutions facing a low birth rate crisis to maintain stable management from a management perspective. The quality of early childhood education services experienced by parents embodies service value and brand image, and provides empirical cases in which positive reactions lead to recommendation intention.