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

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Title Child care services: an exploratory study of choice, switching and search behaviour
Author Grace, Debra Ann; O'Cass, Aron
Journal Name European Journal of Marketing
Editor David J. Carson & Audrey Gilmore
Year Published 2003
Place of publication Bradford, England
Publisher Emerald
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 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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emeraldinsight.com/0309-0566.htm
Alternative URI http://dx.doi.org/10.1108/03090560310453993
Volume 37
Issue Number 1/2
Edition 2003
Page from 107
Page to 132
ISSN 0309-0566
Date Accessioned 2003-10-29
Language en_AU
Research Centre Griffith Institute For Tourism
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/6484
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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