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Abstract

This study investigates parent satisfaction at Premium Academy International School in Yangon, applying the SERVQUAL model to assess five dimensions of service quality: tangibility, reliability, responsiveness, assurance and empathy. Data were collected through a structured questionnaire distributed to 120 parents, measuring their expectations and perceptions using Likert-scale items. The analysis process involved descriptive statistics to summarize the data and inferential statistics, including correlation and regression analysis to examine relationships between service quality dimensions and parent satisfaction. Findings reveal that empathy and assurance significantly and positively influence parent satisfaction, emphasizing the importance of personalized communication and professional service delivery. Conversely, reliability exhibited a negative relationship, indicating a gap between parental expectations and the consistency of service provided. Although tangibility and responsiveness did not show significant effects, they remain important for the overall service experience. Based on these results, the study recommends staff training to enhance empathy, clear and consistent communication to improve assurance, process standardization to address reliability gaps and the adoption of digital tools to boost responsiveness. These insights provide valuable guidance for Premium Academy International School to improve service quality and strengthen parent relationships. Future research is encouraged to expand the scope, include diverse stakeholder perspectives and explore cultural influences on satisfaction in international education settings.

Author: HNIN HTET THAZIN