Faculty Publications

Title

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.

Original Publication Date

9-2-1998

DOI of published version

10.1300/J127v04n04_04

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