The study of behavioural intention lies in the link of retaining and attracting future prospect
and ensuring sustainability in competitive market. Parental intention to enrol their children
in a childcare centre involves a variety of considerations, which requires the childcare
provider to be competitive by ensuring that the best quality service for their customers are
delivered to sustain themselves in the market. This is due to the growing number of childcare
centres, which create intense competitions among them. Therefore, this paper proposes a
conceptual model aimed at investigating the effects service quality, perceived trust,
perceived risk, and satisfaction on behavioural intention in the childcare industry. It assess
parent’s perceptions of childcare providers. Hence, this study seeks to examine and gain
further understanding on the factors that influence parents’ behavioural intention in
determine the childcare centre by focusing on the aspects of quality, trust, satisfaction and
risk.
