SERVICE QUALITY AND PARENTS’ SATISFACTION IN PRIVATE SCHOOLS A CASE OF GREEN HILLS ACADEMY, KIGALI, RWANDA

Abstract

This study examines service quality and parents’ satisfaction in Kigali's private schools, focusing on Green Hills Academy. It uses a simple random sampling technique. An online survey questionnaire was distributed to 91 parents across the four school divisions. The findings reveal that parents value regular classes (69.3%), perceive the school as reliable (69.2%), and trust the staff (84.6%). However, there are mixed opinions on management support for employees. Parents appreciate effective communication (69.2%) and prompt service (65.4%), but suggest improvements in understanding their needs (53.8%). The study shows a strong positive correlation between service quality and parental satisfaction (correlation coefficient = 0.758, p = 0.000), with service quality accounting for 46.3% of the variance in satisfaction. The regression analysis further confirms the significant influence of service quality on satisfaction (B = 0.771, p = 0.0012). Despite satisfaction with staff interaction and facility cleanliness, the overall experience leaves most parents neutral (96.2%), indicating a need for improved communication and experience. The study recommends enhancing reliability, assurance, responsiveness, and empathy to increase parents’ satisfaction and retention, thereby ensuring financial stability and sustained success for private schools.