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  • Child care services: an exploratory study of choice, switching and search behaviour

    Author(s)
    Grace, Debra
    O'Cass, Aron
    Griffith University Author(s)
    O'Cass, Aron
    Grace, Debra A.
    Year published
    2003
    Metadata
    Show full item record
    Abstract
    In Australia, the child care industry has experienced substantial growth since 1991 resulting in a proliferation of child care centres throughout the country, to the point where supply of child care places is now in excess of demand. As a result, child care marketers now compete within a turbulent environment where it is vital to satisfy and retain customers in order to survive. Seeks to increase our knowledge of child care services consumption behaviour, and assist the child care marketer to understand their consumers and the difficulties they face as they interact with a service that they do not experience first hand. A ...
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    In Australia, the child care industry has experienced substantial growth since 1991 resulting in a proliferation of child care centres throughout the country, to the point where supply of child care places is now in excess of demand. As a result, child care marketers now compete within a turbulent environment where it is vital to satisfy and retain customers in order to survive. Seeks to increase our knowledge of child care services consumption behaviour, and assist the child care marketer to understand their consumers and the difficulties they face as they interact with a service that they do not experience first hand. A self-administered survey instrument was developed and administered to a sample of child care service switchers. The results indicate significant findings within, and between choice, switching, and post-switching dimensions. The exploration of decision-making areas provides a number of practical implications not only for the child care marketer, but also for government policy makers, child care consumers, and service providers in general.
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    Journal Title
    European Journal of Marketing
    Volume
    37
    Issue
    1/2
    Publisher URI
    http://www.emeraldinsight.com/0309-0566.htm
    DOI
    https://doi.org/10.1108/03090560310453993
    Subject
    Commerce, Management, Tourism and Services
    Publication URI
    http://hdl.handle.net/10072/6484
    Collection
    • Journal articles

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