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Study of Perceived Service Quality in

Play Schools in India

&

Analyze its impact on behavior intention of parents

to pay higher fees

3/14/2011

Ram Krishna Ghildiyal & Sunil Kumar Dhavala

Under the Supervision and Guidance of

Professor S Garimella


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Declaration

We hereby declare that this project report on Study of Perceived Service

Quality in Play Schools inIndia, which is being submitted to IMI, is the result of

a bonafied record of work carried out by us under the guidance of Prof. Somayajulu

Garimella, Professor of Marketing International Management Institute, New Delhi.

We further submit that this project report has not been submitted to any other

University or Institute or published earlier for any other purpose.

Place:

New Delhi Date: 14th March,

2011

Ram Krishna Ghildiyal

Sunil Kumar Dhawala


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ACKNOWLEDGEMENTS

We take immense pleasure in thankingProf. Somayajulu Garimella, Prof Siddharth

Verma, and Prof Uday Bhaskar for having permitted us to carry out this project

work.

We wish to express our deep sense of gratitude to our Internal Guide, Prof.

Somayajulu Garimella, International Management Institute, New Delhi for

his constant inspiration and guidance and periodic review and suggestions.

We would also like to express heartfelt thankfulness to Prof. Arvind Chaturvedi for

his valuable and timely advice in the statistical interpretation of results and

reliability testing.

We are also indebted to following people who spared time from their busy schedule

and participated in our initial group dynamics meeting. Mrs. Soma Dey Project

Manager, Bharathi Telesoft Ltd, Mr.Hemender Saxena, CFO, 9x Music, Mr. Suhail

Wasan, Group Account Manager at Oracle Corporation, Mr. Mithun C, Samsung Indiaand Mr. Dheeraj Gupta.

Finally, yet importantly, we would like to express our heartfelt thanks to all parents

of school going children of Apeejay School Noida and Amity School Gurgaon for their

encouragement and ready participation to fill up questionnaire surveys.


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EXECUTIVE SUMMARY

Many parents put play schools (day care centers) because they believe that a

playschool will provide a formal and structured environment to their child. A day

care however becomes a night mare when parents learn that in addition to the fee

there is an extra burden on their head to prepare their child for the school and

arrange for pickup and drop.

Play schools in India are fast shedding their stereotype image and getting a face lift.

Most of the Play School chains are endowing themselves with state-of- the-art

teaching aids, computer laboratories, classrooms in the form of a jungle to teach

leadership, swimming pools, amphitheatres, storytelling sessions by celebrities

and what not.

These are some of the attraction up market play schools are offering to attract

working parents who want to groom their kids for the competitive world. Play

schools are definitely playing a pivotal role in the entire kid-grooming process. But

all these come for a cost.

The maxim catch them young holds true for the numerous up market play schools

that have mushroomed all over the country in the last few years. Ask a parent of a

three-year-old to know how tough it is to get kids admission into a good public

school. And their reply isits indeed a nightmare. It is here that play schools step

in, promising to provide a good foundation for the child. They even counsel

parents on parenting and prepare them to face nursery admission interviews.

Though many mom and pop, one-room play schools still exist, these are

increasingly giving way to more up market play school chains, many of which are

mini schools in themselves. These modern play school chains promise interactive

and cognitive learning environments to help broaden the childs imagination and

horizons and make him independent. Everything is activity and project based rather

than in the traditional way.

But how good parents find these play schools. Are these playschools fulfilling the

primary requirement of parents and the children? As part of the final year project,

we worked closely with some of the leading playschool chains in Delhi NCR,


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primarily operating in Noida or in Gurgaon. Our objective was to understand the

service strategy of business school chains, the service offerings. We did a field

survey among the parents to understand the most important service quality gaps in

service offering by these playschools.

To be more specific, the objective of our study was to understand the perception of

service quality that these playschools have among the parents and what is the

impact of the perceived service quality on willingness to pay premium fees.


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Table of Contents

EXECUTIVE SUMMARY ................................................................................................. 4

INTRODUCTION ........................................................................................................... 7

METHODOLOGY .......................................................................................................... 9

PRELIMINARY RESEARCH .......................................................................................... 20

QUESTIONNAIRE DESIGN .......................................................................................... 24

OBSERVATIONS ........................................................................................................ 37

CONCLUSIONS AND RECOMMENDATIONS ................................................................ 39

APPENDICES ............................................................................................................. 43

Table of Tables

Table 1 - Market Structure of Playschools.................................................................13

Table 2 - Countrywide Distribution of Playschool Chains..........................................14

Table 3 - Operational Plan of a Play School Chains...................................................16

Table 4 - Sample Attribute of Explorative Research.................................................20

Table 5 - Top Reason for putting child to a playschool.............................................21

Table 6 - Playschool Selection Criteria......................................................................22

Table 7 - Selected Playschools..................................................................................23Table 8 - Validation of Data......................................................................................34

Table 9 - Reliability Test...........................................................................................36

Table 10 - Recommendations...................................................................................42


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INTRODUCTION

Playschools in India are unregulated and for profit organizations. There is no

minimum operational quality standard set by government or any association.

However, being one of the most profitable businesses, playschool chains backed by

financially strong business houses are trying to give best service experience to

children and their parents. The objective is to earn higher fees per child.

The main aim of this field study is to analyze if higher perceived quality, measured

by five SERVQUAL dimensions, is linked to higher loyalty and buying intention for

parents (consumers). The underline assumption in this study is that service quality

measured by SERVQUAL instrument is the only parameter for selection of the play

school as the playschool business is relatively young with no other benchmark orcertification.

Research Objectives

The objective of present field project was to study the quality of services provided

by Playschools in Delhi NCR. In particular, our objective was to measure customer

(parents) expectation and perception of service quality in playschools and to

examine the impact of this on consumer behavior with respect to loyalty

(ambassador of service quality), positive problem response and willingness to pay

premium fees. Specifically the objectives of this field study were

1. To carry out a service quality gap analysis in this segment of playschool

services

2. Profile the members of the target segment

3. Based on the service quality gap analysis develop a concept for a new

playschool.

4. Develop a roll out plan for a pilot playschool

To fulfill the above objectives, we have done a field research with the following

parameters.


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Research Questions

1. Who are the specific customers of playschools:

a. Socio-demographic characteristics,

b. Their perceptions of quality of service providers using the

SERVQUAL, and Customer appeal (Typically behavior intention of a

consumer to pay premium fees).

2. What are the relationships between customer socio-demographic

characteristics, their perceptions of service providers concern for service

compared with other SERVQUAL dimensions, and customer perception of

service?

3. What are the contributions of customer socio-demographic

characteristics in explaining customer perception of service quality?

Research Hypothesis

H1: Among customers (parents) of leading playschools in Noida and Gurgaon,

perception of service quality as measured by SERVQUAL dimensions (Tangibles,

Reliability, Responsiveness, Assurance and Empathy) are significant explanatory

variables of customer appeal (related to behavioral intentions and premium

price in terms of lump sum and periodic fee).


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METHODOLOGY

Preliminary Study to Establish Parameters of Field Study

Before starting the field study, we did a survey of pre schools operating in India,their business and operational methods and market structure. We did field survey of

10 play schools operating in Delhi NCR for primary information and relied on

internet and friend references for secondary information. We also did a field survey

of facilities of leading playschool chains and conducted informal interviews with the

principals and teachers.

Before doing the actual field study and establish the parameters of the field study

we have done an initial exploratory study. We did a group dynamics with 5 close

family friends to learn the opinions of a of parents and established a basis for the

development of the research parameters and scales used to quantify the concepts

of perceived service quality, loyalty and buying intention (mainly the will of parents

to pay premium price).

Field Survey

In the second phase we collected information from a larger group of 10 parents,

mostly in second reference. The information about various priorities was obtainedby us, through a personal interview using an open-answer unstructured

questionnaire.

For the final data, the parent was asked to indicate his/her level of agreement or

disagreement with a series of statements based on a 7-point LIKERT scale. Finally,

information was gathered on field survey, usually bought and more detailed

information on purchasing behavior and socio-demographic characteristics.

After the completion of the fieldwork, a screening process was performed to obtain

132 valid questionnaires.

Our unit of analysis has been the parents of nuclear families in NOIDA and

GURGAON.


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For secondary study we relied on information provided by playschool chains

and internet websites, reference to which are available in Appendix A

Sources of secondary information

Sampling Design

For initial explorative research, we have used quota sampling. We have

judiciously chosen respondents to cover wide mix of region, race and

ethnicity. We wanted all regions and ethnicity is well represented in the

sample.

We decided our sampling frame to be Nuclear Families of NOIDA and

GURGAON having children studying in nursery and KG.

For data generation, we have parent teacher meetings and annual functions

of two renowned schools One in NOIDA and one in GURGAON to collect

most of the responses. Both the schools are renowned and provide sufficient

opportunities for a reasonably random sample. Though we have identified

parents of children going to two school as sampling clusters, the

respondents within the cluster were chosen randomly. We chose this method

of sampling because

o This sampling technique is cheap, quick and easy. We needed to

allocate limited resources to the two selected clusters when using

cluster samples.

o We could also get a reasonably large sample size with this technique,

considering that we only had to take the sample from two clusters.

This technique theoretically is the least representative of the population

as the tendency of individuals within a cluster is to have similarcharacteristics and with a cluster sample, there is a chance that an

overrepresented or underrepresented cluster can skew the results of the

study. However, in our case the cluster mostly represents the population

as it is not based on physical characteristics of respondent.


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This is also a probability sampling technique with a possibility of high

sampling error.

Following table summarizes our sampling design

S.

No.

Sampling

Attribute

Description

1 Sample Size 1322 Sampling Frame Nuclear families with children studying in nursery

and KG, in NOIDA and GURGAON3 Population 27,0004 Sampling Bias None with respect to play schools

Bias with respect to education

Bias with respect to high income and profession

( service)5 Confidence Level 95%6 Confidence

Interval

10%

We have interviewed about 144 parents and rejected 12 responses which did not

qualify the validity test.

Instrumentation

The survey questionnaire used in this study contains three parts to measure

variables.

o Part 1: Socio-Demographic Profile

o Part 2: The 22-item SERVQUAL

o Part 3: 1-item pertaining to loyalty or subscription to premium service.

Methods of Data Analysis Demographic Analysis and Market Segmentation

o Descriptive statistics, variation, and frequency distributions.

Analysis of Demographic Changes on Service Expectation


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o Correlation coefficients, independent t-test, and ANOVA.

Analysis of Impact of demographic and Social parameters on Service

Expectation

o Two different multiple regression models

Research Hypothesis

Two different multiple regression analyses to explore the relationships

between service provider SERVQUAL dimensions and two different

independent variables.


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ANALYSIS OF SECONDARY DATA

Market Structure

There are over 1500 up market playschools in India. About 80% of the playschoolsare franchises of playschool chains run by large corporations. Largest playschool

chain in India is Eurokids followed by Kidzee and Bachpan. Following is the list of

major Play School chains and number of franchises:

S.N

o.

Play School Chain No. of

Franchises

Region Dominance

1 Eurokid 400 West Mumbai, Uniform2 Kidzee 300 South Hyderabad and

Bangalore3 Bachpann 300 North (UP) and South,

Uniform4 Tree House 150 West Mumbai, Thane5 Shemrock 100 North Delhi NCR6 Hello Kids 90 West Mumbai, Pune,

Bangalore7 Apple kids 80 South Chennai,

Hyderabad8 Poddar jumbo Kids 60 South Hyderabad, Mumbai

9 ABC Montessori, Kangaroo

Kids

50 to 60 Uniform

10 Time Kids, Brainworks 40 to 50 South Hyderabad11 Smart Kids, Maple bear,

Little Elly,

30 to 40 South Hyderabad,

Bangalore12 Mothers Pride, Roots and

Wings

20 to 30 North

13 Others 10 or less Local14 Parents pride, Windows, 1 ODD Region/City spefic

Table 1 - Market Structure of Playschools


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As far as distribution of Play Schools is considered, about 60% to 70% franchisees

are in 6 major cities lead by Hyderabad and Bangalore. Following table describes

the list

S.

No.

City No. of

Franchis

es

Play School Dominance

1 Hyderabad 300 Bachpan, Eurokids, Kidzee2 Bangalore 270 Eurokids, Kidzee, Hello Kids, Little

Elly3 Mumbai 200 Tree House, Eurokids, Poddar

Jumbo Kids4 Delhi NCR 180 Shemrock, Kidzee, Eurokids,

Bachpan5 Chennai 120 Eurokids, Applekids, Kidzee6 Kolkata 100 Kidzee, Eurokids7 Pune 50 Eurokids, Kidzee, Brainworks8 Thane 40 Treehouse, Eurokids9 Guwahati, Ahemadabad 30 Eurokids, Kidzee10 Ghaziabad 25 Eurokids, Bachpan, Shemrock11 Faridabad, Gurgaon ,Noida,

Jaipur

15 Eurokids, Shemrock, Kidzee

12 Lucknow, Kochi,

Coimbatore, Dehradun,

10 to 15 Eurokids in north, Apple Kids in

South13 Indore, Patna, Nagpur,

Ludhiyana, Salem,

Dibrugarh, Aurangabad

5 to 10 Eurokids, Kidzee

14 50 other locations 2 or 3 Eurokids, Bachpan, Kidzee15 200 other locations 1 Eurokids, Bachpan, Kidzee

Table 2 - Countrywide Distribution of Playschool Chains


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Operational Methodology of Play Schools

Most Play School chains promise to create a unique learning environment where

children learn by experiencing and feeling. In Shemrock for example, the emphasis

is on the Reggio Emilia approach to learninga unique methodology that tries tobring out the best in every child. Most principals were found to be quoting The

education system in our country puts so much of stress on rote learning that going

to a school has become a tedious chore for children, and the objective of their

school to try and infuse excitement in learning. Most principles also believe that,

Early childhood care has been a neglected area in India and the fact that 80 per

cent of a childs brain is developed between 0-5 years of age. Following table lists a

typical business plan for playschools

S.

No.

Business Plan Activities

1 Strategy 1 -

Differentiation

Modern look, Distinctive furniture, Play area and

curriculum, Modern and good looking teachers with

refined mannerism2 Strategy2 -

Scale

Since the schools cannot be of large size and required to

be in close vicinity, scaling option is only through

franchisee3 Strategy 3

Brand Positioning

for Franchisee

Association with K12 education societies, researched

curriculum, billboard advertising

4 Strategy 4 -

Branding for

Parents

Customer segment Working couples who are very keen

to see their child develop into a genius. Who have a

hidden feeling that they would have achieved far more

had they got enough opportunities to learn and

guidance.

Discovering talents in the kid, New methods of learning,

fun filled environment, safety.5 Marketing Plan Franchisee operations. A franchisee spends about 8 to

10 Lakh, in addition to premises and buys curriculum

from the owner. For 30% revenue share he gets his

teachers trained in new methods of teaching, 4 times in

a year.


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6 Franchisee Average franchisee has 60 kids with 4 teachers and 8

care takers7 Fee Structure Admission Fee 20000 to 30000

Monthly Fee 3000 to 5000Table 3 - Operational Plan of a Play School Chains

A booming population, rapid urbanization, working couples, nuclear families and

higher disposable incomes has all contributed to the rise of such up market play

schools. As the family size has reduced in urban India, parents want the best for

their children. Following are typical characteristics of play schools:

I. Most players entered this business due to their educational background and

love for children. But we believe and there is sound business logic behind

entering this field.

a. Opening a play school is not really childs playa decent play school

would entail an initial investment of close to Rs 8-10 lakh (land costs

excluded). But the returns start pouring in almost immediately. This is

because most play schools charge fees that are upwards of Rs 3000. If

managed well, a good play school can break even with five to ten

children.

b. As far as teaching is concerned, every Play School chain vies for

innovative methods of teaching. Kangaroo Kids for example has is

recognized by mainstream schools as a pre-school that uses innovative

teaching methods and produces confident, creative and eager

learners.

II. Realizing play schools as lucrative business opportunities, many companies

are also coming forward to open such schools.


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a. Software major Steria runs a play school in its Noida premises,

primarily for its employees kids. The company has provided the

infrastructure for the school, which is run by Mothers Pride. At a cost

of a whopping Rs 33,000 per year, Sterias employees still find it

worthwhile to put their kids there.

b. Another Bangalore play school, Head start, is experimenting with a

new idea. They have clubbed children of all ages together in one class

with the idea that the younger ones will learn from their seniors and

the older ones will gain the experience of taking care of the younger

ones.

III. There are virtually no entry barriers for opening up a play school. India has no

laws or regulations governing the operation of play schools.

a. In the United States, for instance, opening up a day care centre is not

as easy. Those planning to open a day care centre have to first get a

certificate/license that allows them to operate as day care centers. For

this purpose, they have to undergo the requisite courses in child

development, psychology and other allied subjects. Not to mention the

huge insurance covers that these centers take, which sometimes runs

into millions of dollars, to protect themselves against potential lawsuits

by parents.

b. All the major players agree that some form of entry barrier or sufficient

regulation is required as that will prevent the uncontrolled

commercialization of the play school concept.


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IV. Many play schools have gone overboard in terms of interiors. But some

others seem to have taken the right step forward.

a. Many school counselors are not very happy with the kind of services

that these centers provide.

b. Many up market play schools are trying to cater to nursery admissions

earnestly, but they make the child do a lot of work that may actually

not be required in the long run.

V. As far as parents are concerned, they have their share of woes.

a. We found that the high fees pinched most middle class households. Its

a rude awakening, but most parents are slowly realizing that they have

to start doling out huge sums of money as soon as their child starts

crawling.

b. Parents are also concerned about safety and truthfulness of these

schools. One of the moms revealed to us that that she had a shocking

experience when she went to pick up her child from a play school.

There was just a plain slice of bread on my childs plate, which she

refused to touch and I pay Rs 8,000 per month to this play school!

c. Some parents refuse to put her child in a day boarding play school,

fearing that their child will be drugged! One Dad confirms I have

heard of instances in day boarding play schools, where they put drugs


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and sedatives in a childs milk to put them to sleep. You know how

exasperating kids can be at times, especially when they are in their

terrible twos.


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PRELIMINARY RESEARCH

To understand the issues and problems parents have with Play Schools we

interviewed 10 couples, 5 each in Gurgaon and Noida. The sample has not been

random and we interviewed people whom we know through some or the other way.

The primary criteria were to interview people who have kids in the age group of 2 to

5 years and belong to upper middle class. Following table describes the

characteristics of the group

S. No. Sample Attribute Attribute value1 No. of

Couple/Parents

Interviewed

10

2 Geography Breakup 5 Noida, 5 Gurgaon3 Regional Identity 5 -North Indians, 1 Bengali, 2- South

Indians, 1 North Eastern India, 1 From

Odisha

4 Religious Identity 7 Hindus, 1 Muslim, 1 Sikh, 1 Christian5 Age Group Wife 25 to 35 years, Median 28 years

Husband 29 to 40 years, Median 31 years6 No. of Children 3 Couples 2 children, 6 Couples 1 child,

1 Couple 3 children7 Gender details Boys 6, Girls - 9

Table 4 - Sample Attribute of Explorative Research


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Top Reasons for Sending a Kid to a Play School

Response to the question on what are the top 3 reasons parents put their ward to

Play School (3 being the highest rank)

Respondent Expectations from ServiceNursery

Admission

Free

time to

kids

Academi

c

Learning

Skill

Developme

nt

Early

Learnin

g

Innovati

ve

LearningRespondent 1 2 0 0 1 0 3Respondent 2 3 0 1 2 0 0Respondent 3 3 1 0 0 2 0Respondent 4 3 2 0 0 0 1

Respondent 5 2 3 0 0 0 1Respondent 6 1 2 0 0 0 3Respondent7 0 2 0 3 1 0Respondent 8 2 1 0 3 0 0Respondent 9 0 3 2 0 0 1Respondent

10

3 2 0 1 0 0

Total 19 17 4 10 3 9Top concern 4 2 0 2 0 2

Table 5 - Top Reason for putting child to a playschool

Analysis

Nursery admissions followed by Free time for kids are the top two reason why

parents put their ward to a Play School. Several people believe Play School help in

skill development of a kid and innovative methods can help their kid learn new skills

(motor skills) and develop an interest towards learning.


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Play School Selection Criteria

Response to the question: What are the top 3 priorities of parents while selecting a Play

School (equal weights, chose only 3)

Respondent Major ConcernsSafety of

Kids

Fee Hygiene Facilitie

s

Teachers

Experience

Qualificatio

ns

Location

(Proximit

y)

Respondent 1 1 0 1 1 0 0Respondent 2 1 0 1 1 0 0Respondent 3 1 1 0 0 1 0

Respondent 4 1 0 0 0 1 1Respondent 5 1 0 0 0 1 1Respondent 6 1 0 1 0 0 1Respondent7 1 1 0 0 0 1Respondent 8 1 0 0 1 0 0Respondent 9 1 1 0 0 1 0Respondent

10

1 0 1 1 0 0

Total 10 3 4 5 4 4Table 6 - Playschool Selection Criteria

Constraints in Play School SelectionResponse on whether they put their ward to the best Play School they found

Respondent Reputation and BrandingTop Play

School

Play School

you opted for

Safet

y

Facilitie

s

( include

s

hygiene

)

Proximit

y

Fee

Respondent

1

Mothers

Pride

Parents Pride 1 1 1 0 0 1 0 1

Respondent

2

Windows Parents Pride 1 1 1 0 0 1 1 1


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Respondent

3

Windows Roots & Wings 1 0 1 0 0 1 1 1

Respondent

4

Mothers

Pride

Shemrock 1 1 0 1 1 1 0 1

Respondent

5

Bachpan Bachpan 1 1 1 1 0 1 1 1

Respondent

6

Eurokid Eurokid 1 1 1 1 1 1 1 1

Respondent

7

Kangaroo

Kids

Shemrock 1 0 1 0 1 1 1 0

Respondent

8

Bachpan Shemrock 1 1 0 1 1 1 1 0

Respondent

9

Bachpan Roots & Wings 1 1 1 1 1 1 1 1

Respondent

10

Bachpan Kidzee 1 1 1 0 0 1 1 0

Total 1

0

8 8 6 5 10 8 7

Table 7 - Selected Playschools

Analysis

As far a Play School selection goes, safety is the prime concern followed by facilities

provided by a Play School (most people believed that hygiene is part of goodfacilities). Most people think proximity has been the top reason for them to select a

Play School when they actually made a decision and find that they traded off safety

and facilities to get the proximity. On fee most parents did not select a school with

lower fee.

1. When it comes to Play School selection safety is major concern of parents.

However they select a Play School that is proximity.

2. Parents do value facilities; however they can trade it off for proximity and

safety.

3. Most parents feel fee is nearly same in all the Play School and hence not a

selection criteria.


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QUESTIONNAIRE DESIGN

Our questionnaire for the measurement of perceived service quality followed the

structure of the SERVQUAL instrument as developed by Parasuraman and Zeithmal,

and consisted of two sections: an expectation section and a perception section. The

expectation section required the respondent to indicate on a seven-point (strongly

disagree to strongly agree) scale the extent to which the ideal service-providing

organization (in this case a playschool) possesses the characteristic desired in each

statement. In the perception section the statements required the respondent to

indicate the extent to which the particular institute possesses the characteristic

described, again on a seven-point (strongly disagree to strongly agree) scale.

SERVQUAL has 22 questions covering 5 dimensions of service quality as defined by

Zeithmal and Parashuraman. Originally developed for hospitality industry,

SERVQUAL has been successfully used for other service industry like airlines,

healthcare and education. For play schools, we modified the question to imply

aspects of service quality in this situation. Following sections describe the

questionnaire design. Complete Final questionnaire is part of Appendix B.

Tangibles

Playschools use physical evidence as the most important tool for marketing

communication. As we understand, tangibles are the material part of a

service. Since there may be no physical attributes to a well rendered service,

consumers tends to rely on material cues. Good examples of tangibles used

by playschools are

1. A large well furnished building with sufficiently large open area

full of children swings. In most cases, we observed availability of

central air-conditioning, RO water source, rigorously cleaned toilets.

2. Internet presence and web pages.

3. Laboratories with modern learning aids, including computers,

video projectors, sound mixers and virtual.


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4. Doctors room.


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Reliability

Reliability dimension of service quality measures aspects like delivery of

services as promised ( even if not documented), dependability in handling

customers' service problems, performing services right the first time,providing services at the promised time and keeping customers informed

about when services will be performed or any expected delays, unavailability

of services or price revision that may impact a customer.

For Play School customers, service reliability may mean some of all of the

following

1. The Play School has a pre defined curriculum plan for the entire

year

2. The Play School does a good service for the first time.

Responsiveness

Responsiveness dimension may not be too important in present scenario.

Service responsiveness dimensions like Prompt service to customers,

Willingness to help customers, Readiness to respond to customers' requests

or Going out of the way to make customers happy may not be directly

perceived as service gesture measures by customers in playschool.

We therefore will use the original questionnaire items of SERVQUAL this

aspect of service quality.

Assurance

Service assurance is an all-encompassing paradigm that revolves around the

idea that maximizing customer satisfaction inevitably maximizes the long-

term profitability of an enterprise. In playschools, service assurance would

mean a well designed course curriculum that is rigorously followed by

competent faculties and staff. A well designed curriculum should have a set

of learning objectives, plan for the year and periodic quizzes & evaluations.


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Empathy

Empathy means giving customers individual, personal attention and to have

employees who deal with customers in a caring fashion or having the

customer's best interest at heart. Empathy is a people dimension of servicequality and requires employees who understand the needs of their customers

and are willing and capable of meeting customer expectations.

For a playschool customer, empathy is perhaps the most important aspect of

service delivery. Every parent sees their child as special child and wants her

to be treated similarly by most people. School staff with pleasant & caring

attitudes add empathy dimension to service quality of the Play School

Survey questions related to empathy were

1. Do you believe the teachers and staff at the Play School your

ward goes extra mile to give personal attention to your child?

2. Do you believe Play School operating hours is convenient to

you?

3. Do you believe the Play School has childrens interest at heart

4. The Play School understands specific needs of each child

Detailed questionnaire that we have prepared in part of Appedix B

Questionnaire Administration

We have used Paper-and-pencil questionnaire administration; presenting items on

paper. We were present at during the survey response on all occasions and helped

responders understand the questions when required.


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COLLECTION AND MANAGEMENT OF DATA

We have used Minitab software for data analysis.

For demographic information we have used simple coding as follows

Cod

e

Meaning Cod

e

Value Cod

e

Correlation

Coefficient

Cod

e

Correlation

CoefficientGender of Boy

Household Income Fee Paid

SERVQUAL

Questions1

Boy 1

Below 5

Lakh 1

Below

40,000 1

Strongly

Disagree

2 Girl 2 5 to 8 Lakh 2 40 to 60,000 2

3

8 to 12

Lakh 3 60 to 80,000 3

4

12 to 20

Lakh 4

80 to

100,000 4

5

Over 20

Lakh 5

100 to

120,000 5

6

Over

120,000 67 Strongly Agree

Appendix A throws more light on scaling and SERVQUAL score calculation.


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DATA ANALYSIS

Respondents Profile

After the completion of the fieldwork, we performed a screening process to obtain132 valid questionnaires. Descriptive graphs about respondents demographic

information are available in Appendix E.

1. In most (80%) cases we interviewed both parents and only in 20% cases

the respondents were mothers. We did not interview males (fathers) only.

2. We collected gender for the child. The percentage difference between

boy and girl child was found to 25% which represents typical nursery class

population.

3. For age, we collected the age of the mother in a specified range. In 20% of

the responses the age of the mother was less than 26 year. In most (50%)

cases the mother was in 26 years 32 years age groups and about 30%

mothers were between 32 years and 45 years of age.

4. In educational qualification, we collected information about the lady of the

house. With regards to educational qualifications 65% ladies were

reported to be graduates, 30% were post-graduates and 5% being other

qualification.

a. In India, the education of children is financially and morally

supported by their respective parents, added to it, the social

stigma is higher education-higher social status; hence finding

large number of post-graduates in urban towns like NOIDA andGURGAON was the ideal.


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b. Educated women focus academic development of child more.

Having more post graduate women in sample was ideal

combination.

5. In terms of employment status about 20% were professionals, 15% were

housewives and 60% were service employees. There were less than 5%

women who were self-employed.

a. NOIDA and GURGOAN are outsourcing hubs in North of India.

Finding many ladies working in service industry was expected.

b. Finding 20% women as professional and 5% as self employed

was un-expected. Higher education has lead more self employed

and professional women.

6. On income all respondent households earned more than 5 Lakh rupees

annually.

a. About 25% were in income bracket rupees 5 Lakh to 8 Lakh

b. About 40% between 8 Lakh to 11 Lakh.

c. About 15% parents earned between 11 Lakh and 20 Lakh

rupees.

d. A significant 20% parent families had an income of over 20

Lakh.


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7. All respondents had paid more than rupees 40,000 as annual fees for

putting their child in play school.

a. Most paid between rupees 40,000 and 60,000.

b. A significant number of parents paid over 100,000 rupees.


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Data Validation and Reliability

For data validation, we correlated individual response (two responses for all 22

questions) with response aggregate and rejected extreme cases with correlation

coefficient less than 20%.

Following table shows the correlation coefficient for each response and rejected

cases highlighted.

S.

No

.

Correlation

Coefficient

S.

No.

Correlation

Coefficient

S.

No.

Correlation

Coefficient

s.

No.

Correlation

Coefficient

1

0.493205 37 0.313567 73

0.150527 10

9 0.6482462

0.504797 38 0.586253 74 0.598151

11

0 0.4603343

0.555085 39 0.533704 75 0.454363

11

1 0.4892124

0.583619 40 0.387175 76 0.703871

11

2 0.5507575

0.622907 41 0.520339 77 0.546423

11

3 0.4743666

0.568422 42 0.373328 78 0.597744

11

4 0.4770687

0.428191 43 0.674043 79 0.405593

11

5 0.4630948

0.675416 44 0.479656 80 0.524823

11

6

0.195309

9

0.483374 45 0.458331 81 0.607043

11

7 0.45553710

0.562003 46 0.365344 82 0.395709

11

8 0.41931411

0.634367 47 0.421852 83 0.446481

11

9 0.46734412

0.335894 48 0.650482 84 0.574715

12

0 0.36324713 0.344137 49 0.5801 85 0.700873 12 0.71395


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114

0.671232 50 0.366315 86 0.358544

12

2 0.52297515

0.290687 51 0.628532 87 0.473034

12

3 0.64299316

0.643939 52

0.178092

88 0.383069

12

4 0.55398617

0.578039 53

0.162013

89

0.129537 12

5 0.52138718

0.507628 54 0.469867 90 0.443514

12

6 0.47183819

0.567237 55 0.54507 91 0.451154

12

7

0.572715

20

0.382204 56 0.43903 92 0.436817

12

8 0.37422521

0.525485 57 0.362102 93 0.429737

12

9 0.57712922

0.618884 58 0.554014 94 0.472185

13

0 0.6002123

0.548962 59 0.530201 95 0.343428

13

1 0.5966324 0.190873

60 0.474327 96 0.290917

13

2 0.38143225

0.576088 61 0.598045 97 0.627863

13

3 0.56848126

0.558456 62 0.569122 98 0.524028

13

4 0.63046727

0.339811 63 0.33086 99 0.456364

13

5 0.34106828

0.601275 64 0.75523

10

0

0.175215 13

6 0.43304129

0.487142 65 0.400915

10

1 0.517964

13

7

0.183736

30

0.512124 66 0.640233

10

2 0.537793

13

8

0.143993

31

0.388168 67 0.427883

10

3 0.463939

13

9

0.123026

32 0.178381

68

0.19663 10

4 0.406743

14

0 0.23142833 0.636437 69 0.536831 10 0.260777 14 0.41173


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5 134

0.616426 70 0.610076

10

6 0.409339

14

2 0.67836735

0.558848 71 0.564851

10

7 0.687736

14

3 0.5380936

0.457849 72 0.468336

10

8 0.535666

14

4 0.637537Table 8 - Validation of Data

Following are typical p-value statistics for a typical selected and rejected case

1. Selected ( On border) Response

The regression equation isC133 = 643 + 15.7 C97

Predictor Coef SE Coef T P

Constant 643.34 43.84 14.67 0.000

C97 15.652 8.941 1.75 0.087

S = 54.0497 R-Sq = 6.8% R-Sq(adj) = 4.6%

Analysis of Variance

Source DF SS MS F P

Regression 1 8953 8953 3.06 0.087

Residual Error 42 122697 2921

Total 43 131650

2. Typically Rejected Response

The regression equation is

C133 = 614 + 19.5 C128


Constant 613.54 68.74 8.93 0.000

C128 19.45 12.62 1.54 0.131


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S = 54.4669 R-Sq = 5.4% R-Sq(adj) = 3.1%


Source DF SS MS F P

Regression 1 7051 7051 2.38 0.131


Total 43 131650

3. Typically Selected Response


C133 = 492 + 40.5 C132


Constant 492.36 42.71 11.53 0.000

C132 40.492 7.550 5.36 0.000

S = 43.1334 R-Sq = 40.6% R-Sq(adj) = 39.2%


Source DF SS MS F P

Regression 1 53510 53510 28.76 0.000


Total 43 131650

For reliability, we calculated Cronbachs alpha by grouping all the responses into the

SERVQUAL dimensions. We did separate calculation for responses for excellent play

school and for responses for the play school attended. Except in one case, Cronbach

alpha was found to be greater than 0.7.


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S. No. SERVQUAL

Dimension

Cronbachs Alpha

for Excellent Play

School

Cronbachs Alpha

for Attended Play

School1 N ( No. of valid

responses)

132 132

2 TANGIBLES 0.694701 0.7015893 RELIABILITY 0.714487 0.7365564 RESPONSIVENESS 0.773408 0.5790475 ASSURANCE 0.707295 0.7732266 EMPATHY 0.831821 0.842656

Table 9 - Reliability Test

Detailed calculations for each dimension of SERVQUAL are in Appendix D.

We got low Cronbachs alpha in responsiveness. We analyzed the results to the

reason that two questions were very similar.

Q11 Personnel in excellent play schools will provide prompt service to needy

children

Q13 Personnel in excellent play schools will never be too busy to service parents.


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OBSERVATIONS

Following are the key observations and findings of the present field study.

1. Out of the 5 dimensions of SERVQUAL, the most important 3 dimensions for

parents of play school children are TANGIBLES, ASSURANCE and EMPATHY.

a. Least important dimension was found to be RESPONSIVENESS followed

by RELIABILITY. The RELIABILITY and RESPONSIVENESS scores for an

ideal/excellent play school were also low. This may be attributed to

lower expectations on reliability parameters like accuracy of records

or responsibility parameters like to be right on first time.

2. We also observed most service gaps in the most important dimensions of

TANGIBLES, ASSURANCE and EMPATHY, in that order.

a. Service gaps were maximum in TANGIBLES and ASSURANCE

3. We found a strong positive correlation between the fee charged and the

quality gap observed in TANGIBLE dimension of SERVQUAL.

a. Parents those who paid high fee did not find the facilities, appearance

of school staff and materials associated with service delivery to be in

congruence with the higher fee charged.


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4. We observed a strong correlation between the fee charged and the quality

gap observed in ASSURANCE dimension of SERVQUAL.

a. Parents those who paid high fee did find large quality gaps in service

assurance. The most important issues related to ASSURANCE were

i. Safety of children. Several parents observed that with franchise

model, infrastructure in most schools was not designed for

toddlers and there were multiple chances of accidents.

ii. Qualifications of Teachers and support staff were another

concern. Most believed NTT was not sufficient.

5. We observed a strong correlation between service gap in EMPATHY

dimension of service quality and Annual Household income.

a. Parents with higher income paid importance to EMPATHY dimension

b. They observed gaps in service delivery related to EMPATHY are more

pronounced for high income groups.

c. Parents in high income group consider Personal Attention to their

child to be very important.

Research Hypothesis

Appendix E details various correlation coefficients along with t statistics and p-

values.


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For un-weighted and weighted score, we accept the hypothesis H0 that

demographic variables Income and BIB variable Fee paid have significant

correlation with weighted and un-weighted service gaps.

Fee is particularly related to gaps in TANGIBLES and ASSURANCE

Income is particularly related to EMPATHY.

In both cases the parameter of linear relationship between service gap in

above dimensions and the independent variables Fee and Income are

positive and are significant.

Analysis of variance shows that the independent variable explains about 60%

of the variance in service quality gap.

CONCLUSIONS AND RECOMMENDATIONS

Our initial study indicates that the primary reason for parents to put their child into

a Play School is to secure a nursery admission in the following year, and they want

the child to go out and play with other children. The other important reason for

parents was to have free time for them. Though all of these basic needs can be

fulfilled by any small time Play School operating from a mid size house, parents do

look for additional benefits when they survey a play school. We therefore

recommend that

1. Day boarding with adequate measures for SAFETY of children is the basic

requirement that a play school must provide for. Parents must feel safe to put

their toddler to the play school under all circumstances.

a. By SAFETY parents also consider safety in transit. The play schools

therefore should be widely available (through multiple franchisees) or

provide adequate measures for safety and comfort during short transit.


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2. With respect to service quality, Play Schools really need to provide extensive

service experience to create and earn value.

a. We have found that service quality of the modern play school chains is

the most important value differentiator and SERVQUAL is an excellent

instrument to measure service quality gaps in play school situations.

b. In our survey parents have given highest weight-age to ASSURANCE,

TANGIBILITY and EMPATHY service dimensions.

c. Therefore for any new Play School with a new instructional methods

and modern approach to learning must need to invest in a modern

looking building and equipment, to have the desired impact on

parents.

3. The other important aspect where parents found gaps was service

ASSURANCE.

a. Most pre schools have enough teachers who are well qualified and

sufficiently dedicated to teaching. A Play School should give high

importance to qualification of teachers and must provide and

emphasize on behavioral training of teachers and support staff in

teaching and handling children.


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b. The final objective of parents is Nursery Admissions in the following

year. Play schools must assure parents that their methodology of

training will make the child and the parents secure nursery admissions.

c. The staff should be trained to create, communicate and manage

curriculums and create an environment of safety.

4. We found a strong correlation between household INCOME and observed

service gap in EMPATHY dimension.

a. Parents, who ware financially affluent, want personal attention to be

given to their child.

b. Most affluent parents are also both working. They want their child to be

attended properly in their absence.

5. Though the two dimensions RELIABILITY and RESPONSIVENESS were scored

low on priority, the difference however has not been much.

a. Pre schools therefore should make sure that they emphasize and

communicate reliability and responsiveness.


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b. Pre schools should have a week by week plan for the entire curriculum

which should be followed with little or no slippage.

6. In summary we recommend following to a play school chain that wants to

operate in India

S.No. Priority of Parents Service Quality Focus1 Nursery Admissions Assurance through commitment

Curriculum and teaching methodology

Experience of facilitators

Multi disciplinary qualifications of facilitators2 Safety Assurance for safety

Safe facilities where the risk of toddlers

hurting themselves and each others is low

Safety also includes safety during transit.3 Physical Facilities,

Teaching and

Learning AIDs

Tangibles are differentiators and attract

parents for considering the playschool

Innovative methods and curriculum is alsoimportant

4 Personal Attention Empathy retains the attention of parents

Lesser no. of children in each franchisee

Maximum student-teacher ratio of 15

Facilitator and other staff gives personal

attention to each and every child

Table 10 - Recommendations


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APPENDICES

Appendix A Scaling in Questionnaire

Defining The Focus We are measuring service quality score using SERVQUAL

instrument. Each of the 22 statements in SERVQUAL has only one dimension

rating of service quality. We therefore have used 7 point Likert Summative Scale.

1. Since there are 22 statements and 5 dimensions, having a 5 point (or 3 point)

scale would not be sufficient to differentiate the responses.

2. Our rating scale is 1 to 7 with 1 being the lowest rating and 7 being the

highest. We used all positive scale to make it easy for every respondent tounderstand

3. Though we have used an odd-numbered scale, we have not chosen middle

number as undecided or neutral. In fact we have not labeled particular

response, but given guidance that the scale varies from strongly disagree

to strongly agree.


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Appendix B - Questionnaire

Based on your experiences as a parent of a Play School going child, please thinkabout the kind of Play School that would deliver excellent quality of service. Thinkabout the kind of Play School in which you would like to definitely put your child.

Please show the extent to which you think such a Play School would possess thefeature described by each statement. If you feel a feature is not at all essential forexcellent Play Schools such as the one you have in mind, circle the number 1. If youfeel a feature is absolutely essential for excellent Play Schools, circle 7. If yourfeelings are less strong, circle one of the numbers in the middle. There are no rightor wrong answers - all we are interested in is the number that truly reflects yourfeelings regarding Play School that would deliver excellent quality of service.

Strongly Strongly

DisagreeAgree

1. An excellent Play Schools will havemodern equipments. 1 2 3 4 5 6 7

2. The physical facilities at excellentPlay Schools will be visually appealing 1 2 3 4 5 6 7

3. Facilitators including support staff at excellentPlay Schools will be neat in appearance 1 2 3 4 5 6 7

4. Materials associated with the service

(such as toys, activity books and posters )will be visually appealing in anexcellent Play School 1 2 3 4 5 6 7

5. The Play Schools follow astrict schedule of activities. 1 2 3 4 5 6 7

6. When a child or parent has a problem,excellent Play Schools will showsincere interest in solving it. 1 2 3 4 5 6 7

7. The Play Schools will getthings right the first time. 1 2 3 4 5 6 7

8. The Play Schools will

provide their services at the timethey promise to do so. 1 2 3 4 5 6 7

9. The Play Schools will maintain &Insist on error-free records. 1 2 3 4 5 6 7


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Strongly StronglyDisagree Agree

10. Personnel in excellent Play Schoolswill communicate parents theirperiodic curriculum schedule. 1 2 3 4 5 6 7

11. Personnel in excellent Play Schoolswill give prompt service to needy children . 1 2 3 4 5 6

7

12. Personnel in excellent Play Schoolwill always be willing to help children. 1 2 3 4 5 6 7

13. Personnel in excellent Play Schoolwill never be too busy to respondto parents' requests. 1 2 3 4 5 6 7

14. The behaviour of teachers in excellent

Play Schools will instil confidencein children. 1 2 3 4 5 6 7

15. Parents of children of excellent Play Schoolswill feel safe in putting their ward in theparticular Play School. 1 2 3 4 5 6 7

16. Personnel in excellent Play Schoolswill be consistently courteous withchildren and their parents. 1 2 3 4 5 6 7

17. Teachers/Facilitators in excellent Play Schoolswill have the knowledge to deliver

services. 1 2 3 4 5 6 7

18. The Play Schools will givechildren individual attention. 1 2 3 4 5 6 7

19. The Play Schools will haveoperating hours convenient toparents. 1 2 3 4 5 6 7

20. The Play Schools will have staffwho give children personal attention. 1 2 3 4 5 6 7

21. The Play Schools will have

childrens best interests at heart. 1 2 3 4 5 6 7

22. The personnel of excellent Play Schoolswill understand the specificneeds of children. 1 2 3 4 5 6 7


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The following set of statements relates to your feelings about the PlaySchool your child attends or has attended. For each statement, pleaseshow the extent to which you believe the Play School has the featuredescribed by the statement. Once again, circling a 1 means that youstrongly disagree that the Play School your child attends or has attended has

this feature and circling a 7 means that you strongly agree. You may circleany of the numbers in the middle that show how strong your feelings are.There are no right or wrong answers - all we are interested in is a numberthat best shows your perceptions about the Play School which your childattends or has attended.


1. The Play School has

modern facilities and learning equipments. 1 2 3 4 5 67

2. The physical facilities at thePlay School are visually appealing 1 2 3 4 5 6 7

3. Facilitators including support staff at thePlay School are neat in appearance 1 2 3 4 5 6 7

4. Materials associated with the service(such as toys, activity books and posters )are visually appealing in the Play School 1 2 3 4 5 6 7

5. The Play School follow astrict schedule of activities. 1 2 3 4 5 6 7

6. When a child or parent has a problem,the Play School shows sincere interest in solving it. 1 2 3 4 5

6 7

7. The Play School getsthings right the first time, most of the time. 1 2 3 4 5 6

7

8. The Play School provideservices at the time they promise to do so. 1 2 3 4 5 6

7

9. The Play School maintain &Insist on error-free records. 1 2 3 4 5 6 7


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10. Personnel in the Play Schoolcommunicate parents theirperiodic curriculum schedule. 1 2 3 4 5 6 7

11. Personnel in the Play Schoolpromptly address to child needs . 1 2 3 4 5 6 7

12. Personnel in the Play Schoolare always be willing to help children. 1 2 3 4 5 6 7

13. Personnel in the Play SchoolAre never too busy to respondto your requests. 1 2 3 4 5 6 7

14. The behaviour of teachers in thePlay School instil confidence

in children. 1 2 3 4 5 6 7

15. You feel/felt safe in puttingyour child in the Play School. 1 2 3 4 5 6 7

16. Personnel in the Play Schoolare consistently courteous withthe child and you. 1 2 3 4 5 6 7

17. Teachers/Facilitators in the Play Schoolare well qualified and trained. 1 2 3 4 5 6 7

18. The Play School gives

children individual attention. 1 2 3 4 5 6 7

19. The Play School has operatinghours convenient to both child &you. 1 2 3 4 5 6 7

20. The Play School has staffwho gives children personal attention. 1 2 3 4 5 6 7

21. The Play School haschildrens best interests at heart. 1 2 3 4 5 6 7

22. The personnel of the Play School

understand the specificneeds of children. 1 2 3 4 5 6 7

Demographic Information


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1. Which of the following best describes mothers age group

a. Less than 26 years [ ]b. 26 years 30 years [ ]c. 31 years - 40 years [ ]

d. above 40 years [ ]

2. Gender of the child

a. Boy [ ]b. Girl [ ]

3. Which of the following best describes your educational qualification of the mother?

a. Graduate [ ]b. Post Graduate [ ]c. Other [ ]

4. Which of the following best describes employment status of the mother?

a. Self-Employed [ ]b. Service Employment [ ]c. Professional [ ]d. Housewife [ ]e. Others [ ]

5. Your annual family Income ( income of husband and wife)

a. Less than Rs 5 Lakhb. Between Rs 5 Lakh and 8 Lakhc. Between 8 Lakh and 11 Lakh

d. Between 11 Lakh and 20 Lakhe. Above 20 Lakh

6. Annual Fee you pay/paid to the playschool

7. < Rs 40,0008. Rs 40,000 Rs 60,0009. Rs 60,000 Rs 80,00010. Rs 80,000 Rs 100,00011. Rs 100,000 Rs 120,00012. More than Rs 120,000

Thank you for the time you have spent in completing this questionnaire. The results willhelp us to provide you with the best possible service in the future.


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Appendix C Coding and Analysis scheme for SERVQUAL

Statement Mapped with SERVQUAL Dimensions

1. Statements 1-4 Tangibles

2. Statements 5-9 Reliability

3. Statements 10-13 Responsiveness

4. Statements 14-17 Assurance

5. Statements 18-22 Empathy

SERVQUAL Scoring Procedure

1. We computed the gap for each of the 22 statement pair for each

respondent.

a. SERVQUAL score = Perceptions Score - Expectations Score

2. Then we computed the dimensions scores for each respondent by averaging

the gap score over the relevant number of statements (either 4 or 5

statements) for each SERVQUAL dimension

3. Then we derived SERVQUAL respondents scores in the following way:

a. Un-weighted scores Sum dimensions and divide by 5

b. Weighted scores Tangibles *(Tangibles Weight/100 )+

Reliability *(Reliability Weight/100)

+ Responsiveness *(Responsiveness

Weight/100) + Assurance *(Assurance Weight/100)

+


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Empathy *(Empathy Weight/100)

4. Then we derived total SERVQUAL scores by totalling the scores and dividing

by N ( = 132) the number of respondents


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Appendix D Test of Reliability of Data

1. Cronbach Alpha Calculation for Responses Related to TANGIBLES

a. TANGIBLEs score for Excellent Play School

S.No. Statistics Value1 N ( No. of valid responses) 1322 Sum of Variances ( S1) 65.916673 Variance of Sums (S2) 212.254 Cronbachs Alpha 0.694701

b. TANGIBLEs score for attended Play School


2. Cronbach Alpha Calculation for Responses Related to RELIABILITY

a. RELIABILITY score for Excellent Play School



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b. RELIABILITY score for attended Play School

S.No. Statistics Value1 N ( No. of valid responses) 1322 Sum of Variances ( S1) 70

3 Variance of Sums (S2) 260.24 Cronbachs Alpha 0.736556

3. Cronbach Alpha Calculation for Responses Related to RESPONSIVENESS

a. RESPONSIVENESS score for Excellent Play School

S.No. Statistics Value1 N ( No. of valid responses) 1322 Sum of Variances ( S1) 54.91667

3 Variance of Sums (S2) 236.254 Cronbachs Alpha 0.773408

b. RESPONSIVENESS score for attended Play School


4. Cronbach Alpha Calculation for Responses Related to ASSURANCE

a. ASSURANCE score for Excellent Play School


b. ASSURANCE score for attended Play School

S.No. Statistics Value1 N ( No. of valid responses) 1322 Sum of Variances ( S1) 80.083333 Variance of Sums (S2) 344.25


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4 Cronbachs Alpha 0.773226

5. Cronbach Alpha Calculation for Responses Related to EMPATHY

a. EMPATHY score for Excellent Play School


b. EMPATHY score for attended Play School

S.No. Statistics Value1 N ( No. of valid responses) 1322 Sum of Variances ( S1) 81.73 Variance of Sums (S2) 4994 Cronbachs Alpha 0.842656


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Descriptive Statistics (Graphs)

32Yr-40Yr26Yr-32Yr20L12L-20L8L-12L5L-8L

60

50

40

30

20

10

0

Income

Frequency

Histogram of Income


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100K-120K80K-100K60K-80K40K-60K


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Appendix E Regression Analysis

1. TANGIBILITY SCORE vs FEE PAID


TanScore = 0.818 + 1.30 Fee


Constant 0.8177 0.2336 3.50 0.001

Fee 1.30225 0.08095 16.09 0.000

S = 1.19549 R-Sq = 66.6% R-Sq(adj) = 66.3%


Source DF SS MS F P

Regression 1 369.84 369.84 258.77 0.000

Residual Error 130 185.80 1.43

Total 131 555.64

2. TANGIBILITY SCORE vs HOUSEHOLD INCOME


TanScore = 3.44 + 0.266 Income


Constant 3.4374 0.6118 5.62 0.000

Income 0.2656 0.2087 1.27 0.206

S = 2.05465 R-Sq = 1.2% R-Sq(adj) = 0.5%



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Source DF SS MS F P

Regression 1 6.832 6.832 1.62 0.206


Total 131 555.636

3. RELIABILITY SCORE vs HOUSEHOLD INCOME


RelScore = 0.611 + 0.204 Income


Constant 0.6110 0.3615 1.69 0.093

Income 0.2036 0.1233 1.65 0.101

S = 1.21408 R-Sq = 2.1% R-Sq(adj) = 1.3%


Source DF SS MS F P

Regression 1 4.017 4.017 2.73 0.101


Total 131 195.636

4. RELIABILIY vs FEE PAID


RelScore = 0.838 + 0.133 Fee


Constant 0.8383 0.2373 3.53 0.001

Fee 0.13298 0.08225 1.62 0.108

S = 1.21459 R-Sq = 2.0% R-Sq(adj) = 1.2%


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Source DF SS MS F P

Regression 1 3.856 3.856 2.61 0.108


Total 131 195.636

5. ASSURANCE vs FEE PAID


AssScore = 1.49 + 0.749 Fee


Constant 1.4895 0.2709 5.50 0.000

Fee 0.74895 0.09389 7.98 0.000

S = 1.38651 R-Sq = 32.9% R-Sq(adj) = 32.3%


Source DF SS MS F P

Regression 1 122.33 122.33 63.63 0.000


Total 131 372.24

6. EMPATHY vs FEE PAID


EmpScore = 3.90 + 0.240 Fee


Constant 3.8952 0.2900 13.43 0.000

Fee 0.2400 0.1005 2.39 0.018


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S = 1.48431 R-Sq = 4.2% R-Sq(adj) = 3.5%


Source DF SS MS F P

Regression 1 12.558 12.558 5.70 0.018


Total 131 298.970

7. EMPATHY vs HOUSE HOLD INCOME


EmpScore = 0.800 + 1.33 Income


Constant 0.8003 0.2964 2.70 0.008

Income 1.3253 0.1011 13.10 0.000

S = 0.995407 R-Sq = 56.9% R-Sq(adj) = 56.6%


Source DF SS MS F P

Regression 1 170.16 170.16 171.74 0.000


Total 131 298.97

8. UN-WEIGHTED SCORE vs INCOME


UwtScore = 1.43 + 0.495 Income


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Constant 1.4338 0.2474 5.80 0.000

Income 0.49496 0.08441 5.86 0.000

= 0830784 - = 209% -() = 203%


Source DF SS MS F P

Regression 1 23.734 23.734 34.39 0.000


Total 131 113.461

9. UN-WEIGHTED SCORE vs FEE PAID


UwtScore = 1.58 + 0.480 Fee


Constant 1.5802 0.1362 11.61 0.000

Fee 0.48040 0.04719 10.18 0.000

= 0696866 - = 444% -() = 439%


Source DF SS MS F P

Regression 1 50.330 50.330 103.64 0.000


Total 131 113.461

10. UN-WEIGHTED SCORE vs INCOME and FEE PAID


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UwtScore = 0.579 + 0.394 Income + 0.440 Fee


Constant 0.5787 0.1998 2.90 0.004

Income 0.39421 0.06299 6.26 0.000

Fee 0.44033 0.04198 10.49 0.000

S = 0.612694 R-Sq = 57.3% R-Sq(adj) = 56.7%


Source DF SS MS F P

Regression 2 65.035 32.517 86.62 0.000


Total 131 113.461

10. WEIGHTED SCORE vs INCOME


WtScore = 1.54 + 0.558 Income


Constant 1.5417 0.2772 5.56 0.000

Income 0.55769 0.09457 5.90 0.000

S = 0.930833 R-Sq = 21.1% R-Sq(adj) = 20.5%


Source DF SS MS F P

Regression 1 30.131 30.131 34.77 0.000


Total 131 142.769


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11. WEIGHTED SCORE vs FEE PAID


WtScore = 1.63 + 0.570 Fee


Constant 1.6329 0.1454 11.23 0.000

Fee 0.56983 0.05038 11.31 0.000

S = 0.743980 R-Sq = 49.6% R-Sq(adj) = 49.2%


Source DF SS MS F P

Regression 1 70.813 70.813 127.94 0.000


Total 131 142.769


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12. WEIGHTED SCORE vs INCOME and FEE PAID


WtScore = 0.521 + 0.437 Income + 0.525 Fee


Constant 0.5215 0.2107 2.47 0.015

Income 0.43748 0.06642 6.59 0.000

Fee 0.52537 0.04427 11.87 0.000

S = 0.646071 R-Sq = 62.3% R-Sq(adj) = 61.7%


Source DF SS MS F P

Regression 2 88.924 44.462 106.52 0.000


Total 131 142.769

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