The Influence of Educational Service Value, Institutional Trust, and Marketing Communication on Parents’ Loyalty and Continuance Intention toward Kumon Learning Centers in Chonburi Province

Abstract

This study aimed to (1) examine the levels of educational service value, institutional trust, marketing communication, and parents’ loyalty and continuance intention toward Kumon Learning Centers in Chonburi Province; (2) compare loyalty and continuance intention across personal characteristics; and (3) to analyze the predictive ability of educational service value, institutional trust, and marketing communication in jointly predicting parents’ loyalty and intention to continue enrolling their children at Kumon learning centers in Chonburi Province. This quantitative survey involved a population of 4,835 parents of students attending Kumon Learning Centers in Chonburi Province. Based on Krejcie and Morgan’s (1970) table, at least 357 participants were required; the sample was increased to 400. Centers permitting data collection were purposively selected, quotas were assigned to each center, and eligible parents were invited to complete an online questionnaire. The five-point questionnaire was reviewed by three experts (IOC = 0.67–1.00) and had an overall Cronbach’s alpha of .968. Data were analyzed using descriptive statistics, an independent-samples t test, one-way ANOVA, LSD post hoc comparisons, and multiple linear regression. The findings showed that (1) all variables were rated at a high level, with institutional trust receiving the highest mean score (M = 4.15, SD = .46); (2) loyalty and continuance intention differed significantly by parents’ education and length of enrollment, but not by gender, age, occupation, or income; and (3) the three predictors jointly explained 60.40% of the variance (R² = .604, adjusted R² = .601, F = 204.20, p < .001). Educational service value was the strongest predictor (β = .356), followed by institutional trust (β = .308) and marketing communication (β = .294), all p < .001. The findings support an integrated management approach combining service value, trust, and relationship-oriented communication, especially during the first six months of enrollment. Because the data were cross-sectional, the results indicate predictive associations rather than causal effects.