<![CDATA[The transition from kindergarten to primary school presents a strategic challenge for integrated private schools, as positive educational experiences do not necessarily translate into parents’ intention to continue their children’s education within the same institution. Despite extensive research on service quality, brand image, and customer satisfaction, limited studies have integrated these factors to explain parents’ continuance intention across educational levels. This study examines the effects of Service Quality and Brand Image on Parents’ Intention to continue their children’s education from Binekas Kindergarten to Binekas Primary School, with Customer Satisfaction as a mediator. A quantitative, descriptive-verificative, cross-sectional design was employed with 58 parents using total sampling. Path analysis and mediation testing with 5,000 bootstrap samples were conducted. Service Quality significantly influenced Customer Satisfaction (β = 0.645; p < 0.001), while Brand Image did not. Brand Image significantly influenced Parents’ Intention (β = 0.477; p = 0.001), whereas Service Quality and Customer Satisfaction had no significant direct effects. Customer Satisfaction inconsistently mediated the effect of Service Quality but did not mediate Brand Image. The findings reveal an evaluation–decision gap, showing that high Service Quality and very high Customer Satisfaction do not automatically translate into stronger educational continuance intention.]]>
