Hao Xinxin, Ma Chenwei, Wu Min, Yang Lv, Liu Yunxia
Institute for Advanced Study in Humanities and Social Sciences, Chengdu University, Chengdu 610106, China.
School of Public Administration, Sichuan University, Chengdu 610065, China.
Behav Sci (Basel). 2025 Jan 23;15(2):115. doi: 10.3390/bs15020115.
The role of social responsibility in kindergartens is critical for fostering parental loyalty, especially amid declining enrollment rates in China. However, the relationship between kindergarten social responsibility, brand trust, perceived value, and parental loyalty is not well understood. This study investigates the influence of kindergarten social responsibility on parental loyalty, focusing on the mediating roles of brand trust and perceived value. A nationwide survey was conducted, collecting 745 valid responses from parents across 27 provinces in China. Data were analyzed using the PROCESS macro, with mediation effects tested via the bias-corrected nonparametric percentile bootstrap method. The findings reveal that kindergarten social responsibility significantly enhances parental loyalty both directly and indirectly through brand trust and perceived value. Brand trust was identified as the strongest mediator, particularly in non-inclusive kindergartens, where its effect on loyalty was more pronounced. The study also found that parents with higher education levels and higher income tend to have lower perceptions of social responsibility and perceived value, affecting their loyalty. These results suggest that kindergartens must tailor their social responsibility strategies to different parent demographics and kindergarten types to maximize parental loyalty. The study emphasizes the importance of social responsibility in strengthening parental loyalty, with specific implications for inclusive and non-inclusive kindergartens. By understanding the mediating roles of brand trust and perceived value, kindergartens can develop targeted strategies to improve competitiveness and parental engagement.
社会责任在幼儿园中的作用对于培养家长忠诚度至关重要，在中国入园率下降的背景下尤为如此。然而，幼儿园社会责任、品牌信任、感知价值和家长忠诚度之间的关系尚未得到充分理解。本研究调查了幼儿园社会责任对家长忠诚度的影响，重点关注品牌信任和感知价值的中介作用。在中国27个省份开展了一项全国性调查，收集了745位家长的有效回复。使用PROCESS宏进行数据分析，通过偏差校正非参数百分位自抽样法检验中介效应。研究结果表明，幼儿园社会责任通过品牌信任和感知价值直接和间接地显著提高了家长忠诚度。品牌信任被确定为最强的中介因素，尤其是在非普惠性幼儿园中，其对忠诚度的影响更为显著。研究还发现，受教育程度较高和收入较高的家长对社会责任和感知价值的认知往往较低，这影响了他们的忠诚度。这些结果表明，幼儿园必须根据不同的家长群体和幼儿园类型调整其社会责任策略，以最大限度地提高家长忠诚度。该研究强调了社会责任在加强家长忠诚度方面的重要性，对普惠性和非普惠性幼儿园具有特定意义。通过了解品牌信任和感知价值的中介作用，幼儿园可以制定有针对性的策略，以提高竞争力和家长参与度。
