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
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
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
Fixating on faces
26.01.2017 | California Institute of Technology
Internet use in class tied to lower test scores
16.12.2016 | Michigan State University
More and more automobile companies are focusing on body parts made of carbon fiber reinforced plastics (CFRP). However, manufacturing and repair costs must be further reduced in order to make CFRP more economical in use. Together with the Volkswagen AG and five other partners in the project HolQueSt 3D, the Laser Zentrum Hannover e.V. (LZH) has developed laser processes for the automatic trimming, drilling and repair of three-dimensional components.
Automated manufacturing processes are the basis for ultimately establishing the series production of CFRP components. In the project HolQueSt 3D, the LZH has...
Reflecting the structure of composites found in nature and the ancient world, researchers at the University of Illinois at Urbana-Champaign have synthesized thin carbon nanotube (CNT) textiles that exhibit both high electrical conductivity and a level of toughness that is about fifty times higher than copper films, currently used in electronics.
"The structural robustness of thin metal films has significant importance for the reliable operation of smart skin and flexible electronics including...
The nearby, giant radio galaxy M87 hosts a supermassive black hole (BH) and is well-known for its bright jet dominating the spectrum over ten orders of magnitude in frequency. Due to its proximity, jet prominence, and the large black hole mass, M87 is the best laboratory for investigating the formation, acceleration, and collimation of relativistic jets. A research team led by Silke Britzen from the Max Planck Institute for Radio Astronomy in Bonn, Germany, has found strong indication for turbulent processes connecting the accretion disk and the jet of that galaxy providing insights into the longstanding problem of the origin of astrophysical jets.
Supermassive black holes form some of the most enigmatic phenomena in astrophysics. Their enormous energy output is supposed to be generated by the...
The probability to find a certain number of photons inside a laser pulse usually corresponds to a classical distribution of independent events, the so-called...
Microprocessors based on atomically thin materials hold the promise of the evolution of traditional processors as well as new applications in the field of flexible electronics. Now, a TU Wien research team led by Thomas Müller has made a breakthrough in this field as part of an ongoing research project.
Two-dimensional materials, or 2D materials for short, are extremely versatile, although – or often more precisely because – they are made up of just one or a...
20.04.2017 | Event News
18.04.2017 | Event News
03.04.2017 | Event News
26.04.2017 | Materials Sciences
26.04.2017 | Agricultural and Forestry Science
26.04.2017 | Physics and Astronomy