Keywords:
SERVQUAL dimensions
economic pressure
work-family conflict
government policy satisfaction
purchase intentions
middle-income families

  • Abstract

    This conceptual paper proposes an integrated framework for understanding the complex factors influencing childcare service selection among middle-income families in Chongqing, China. Drawing on child development theory, family parenting theory, consumer behavior theory, and government policy theory, this paper develops a tri-dimensional model that considers the interplay between service quality, family pressure, and government policy. The study addresses critical gaps in existing literature by examining these factors holistically rather than in isolation, particularly within the unique context of China's rapidly evolving childcare landscape amid declining birth rates and policy reforms. Through quantitative analysis of valid data from 437 middle-income families collected via structured questionnaires, this study employed correlation analysis, multiple regression, hierarchical regression for mediation testing, and moderated regression analysis. Results demonstrated that all SERVQUAL dimensions (tangibility, reliability, responsiveness, assurance, and empathy) significantly predicted purchase intention, with assurance (β=0.223) and reliability (β=0.202) emerging as the strongest predictors. Family pressure variables, specifically economic pressure (β=-0.241) and work-family conflict (β=-0.176), partially mediated these relationships, confirming that practical constraints influence how quality perceptions translate into purchase decisions. Government policy satisfaction moderated both the quality-intention relationship and the pressure-intention relationship, with particularly strong interaction effects for assurance (β=0.132) and empathy (β=0.103). The integrated model explained 59.7% of variance in purchase intention. The findings revealed that childcare decisions reflect a complex interplay between quality perceptions, practical constraints, and policy context. The study advances theoretical understanding of childcare consumption decisions and provides practical insights for service providers seeking to enhance market appeal and policymakers working to optimize childcare accessibility and quality in urban China's rapidly evolving family context.

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How to cite

Yang, Y., & Singh, G. K. S. (2026). An investigation into the key factors influencing the selection of childcare services by middle-income families in chongqing, China. Multidisciplinary Science Journal, (| Accepted Articles). Retrieved from https://malque.pub/ojs/index.php/msj/article/view/14552
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