Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Dissatisfied parents do not change their children’s kindergarten

26.09.2007
Parents whose children have attended a particular kindergarten for a while do not remove them even if they are dissatisfied, maintains BI researcher Tor W. Andreassen. Inexperienced parents, on the other hand, will look for a new nursery if they do not like what they find there.

Do we have mechanisms that ensure that poor kindergartens instigate measures to improve themselves? – Or are they simply replaced by kindergartens that offer a better quality service?

The most important people concerned – the children – simply have to put up with the kindergarten that their parents send them to.

What about the parents? Do they look for another kindergarten if they are not satisfied with the first one? – Or do they leave the child where he or she is, in spite of their dissatisfaction?

Professor Tor W. Andreassen from BI Norwegian School of Management, in collaboration with Timothy L. Keiningham, Lerzan Aksoy and Demitry Estrin, conducted an extensive survey of the parents of 1000 children at kindergartens in the USA in order to discover the part played by satisfaction where loyalty to a kindergarten is concerned.

The results are presented in an article in the international publication Journal of Consumer Marketing.

Customer satisfaction in children’s kindergartens

The researchers divided the parents interviewed into five main groups according to the age of the child (from one to five years). The parents of the one-year-olds were reckoned as “inexperienced” kindergarten users. Parents who had had a child in a kindergarten for more than one year were reckoned to be “experienced”.

In general, the parents of the one-year-olds were satisfied with their kindergarten.

BI Professor Tor W. Andreassen, who has expertise in customer satisfaction, identified three factors that may explain the high level of satisfaction.

1) The parents are relieved that they have managed to obtain a kindergarten place. This can override small quality defects.

2) As inexperienced parents with regard to kindergartens, they lack the basis on which to judge the standard of what is on offer.

3) Their relationship with the kindergarten is that of a service based on trust.

Nevertheless it was among the parents of the one-year-olds that the research team found the strongest correlation between dissatisfaction and changing kindergarten.

”When the parents of the one-year-olds are dissatisfied, they do something about it. Put simply, they take their custom elsewhere,” declares Andreassen.

Experienced parents stay with the same kindergarten
For the experienced parents – those with children in the age group two-five years – the correlation between dissatisfaction and changing kindergarten weakens as the years go by.

The longer your child has been at a kindergarten, the less likely you are to remove him or her, even if you are dissatisfied.

According to Andreassen, this may be due to the disbenefits from changing kindergartens. “The kindergarten and its staff have got to know the parents and their child over the years – they have become connected with each other. Changing kindergarten means that the parents must spend time adapting to the new kindergarten’s staff, and not least, they also see the effects the kindergarten has had on the child.”

“Even if the parents are dissatisfied with the kindergarten, they can see that it has had a positive effect on the child’s development – which they will resist to avoid this being a negative factor against changing kindergarten.

He then points out, “Paradoxically we then have a situation in which the market for kindergarten places operates well for first time users, but less for parents whose child has been at the same kindergarten for more than a year.

“For kindergartens whose first concern is to ensure that the money follows the child, this can mean that first time parents receive more attention than the experienced ones, who they are more sure of – after all, they are not likely to go to another kindergarten.”

Parents’ learning curve
The study also shows that there is a difference in what matters most to the parents of the one-year-olds and what is important for those with more experience.

In their encounter with the kindergarten, the inexperienced parents place most emphasis on visible factors (e.g. staff, play apparatus etc), while the more experienced parents are more interested in how their child will develop while they are at the kindergarten.

“For a kindergarten which is concerned with the satisfaction of its users, it is important to be aware that the factors affecting parents’ satisfaction will change according to the length of the “customer relationship”.

Audun Farbrot | alfa
Further information:
http://www.bi.no

More articles from Social Sciences:

nachricht Polluted air may pollute our morality
08.02.2018 | Association for Psychological Science

nachricht Sibling differences: Later-borns choose less prestigious programs at university
14.11.2017 | Max-Planck-Institut für demografische Forschung

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: In best circles: First integrated circuit from self-assembled polymer

For the first time, a team of researchers at the Max-Planck Institute (MPI) for Polymer Research in Mainz, Germany, has succeeded in making an integrated circuit (IC) from just a monolayer of a semiconducting polymer via a bottom-up, self-assembly approach.

In the self-assembly process, the semiconducting polymer arranges itself into an ordered monolayer in a transistor. The transistors are binary switches used...

Im Focus: Demonstration of a single molecule piezoelectric effect

Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale

Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...

Im Focus: Hybrid optics bring color imaging using ultrathin metalenses into focus

For photographers and scientists, lenses are lifesavers. They reflect and refract light, making possible the imaging systems that drive discovery through the microscope and preserve history through cameras.

But today's glass-based lenses are bulky and resist miniaturization. Next-generation technologies, such as ultrathin cameras or tiny microscopes, require...

Im Focus: Stem cell divisions in the adult brain seen for the first time

Scientists from the University of Zurich have succeeded for the first time in tracking individual stem cells and their neuronal progeny over months within the intact adult brain. This study sheds light on how new neurons are produced throughout life.

The generation of new nerve cells was once thought to taper off at the end of embryonic development. However, recent research has shown that the adult brain...

Im Focus: Interference as a new method for cooling quantum devices

Theoretical physicists propose to use negative interference to control heat flow in quantum devices. Study published in Physical Review Letters

Quantum computer parts are sensitive and need to be cooled to very low temperatures. Their tiny size makes them particularly susceptible to a temperature...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

2nd International Conference on High Temperature Shape Memory Alloys (HTSMAs)

15.02.2018 | Event News

Aachen DC Grid Summit 2018

13.02.2018 | Event News

How Global Climate Policy Can Learn from the Energy Transition

12.02.2018 | Event News

 
Latest News

New tech for commercial Lithium-ion batteries finds they can be charged 5 times fast

20.02.2018 | Power and Electrical Engineering

Hidden talents: Converting heat into electricity with pencil and paper

20.02.2018 | Materials Sciences

Rare find from the deep sea

20.02.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>