A Study on the Effect of Educational Service Quality and Communication on Customer Loyalty through Customer Satisfaction and Customer Trust

Purpose: The purpose of this study is to recognize the importance of a cooperative relationship in which parents of early childhood education institutions share responsibility and authority, and to suggest ways to establish efficient management strategies.Methods: The survey was conducted through online responses using Google surveys and SNS. The collected data was collected using SPSS 22.0 and Smart PLS 4.0 statistical programs.Results: Among the 13 hypotheses, only expertise in educational service quality was confirmed to have no effect on customer trust. The verification results of 11 mediation effects confirmed that customer satisfaction does not mediate the relationship between non-verbal communication and customer loyalty, and that customer trust does not mediate the relationship between expertise and verbal communication on customer loyalty.Conclusion: We presented basic data for establishing a marketing strategy that can improve the quality of services of infant and toddler education institutions and increase management performance.