Faculty Publications
Factors Used By Parents In Selecting Child Care Providers: First Step In Identifying A Marketing Program
Document Type
Article
Journal/Book/Conference Title
Journal of Customer Service in Marketing and Management
Volume
4
Issue
4
First Page
47
Last Page
55
Abstract
Regardless of the type of small business, marketing research shows that understanding how consumers/clients select a particular product or service is useful when formulating a promotional program. Traditionally, marketing research results have seldom been applied to the world of child care, but child care providers have a valuable “product” to market. Child care research indicates that the most important three factors lor which parents are seeking relate to warmth, health and safety, and daily programming. In order to meet parents” (the consumers') needs, child care centers/homes should be characterized by, and advertise, these components. © 1998 by The Haworth Press, Inc. All righls reserved.
Department
Department of Marketing
Original Publication Date
9-2-1998
DOI of published version
10.1300/J127v04n04_04
Recommended Citation
Thornburg, Kathy R. and Corbin, Steve, "Factors Used By Parents In Selecting Child Care Providers: First Step In Identifying A Marketing Program" (1998). Faculty Publications. 3859.
https://scholarworks.uni.edu/facpub/3859
