Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


Dissatisfied parents do not change their children’s kindergarten

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:

More articles from Social Sciences:

nachricht New population data provide insight on aging, migration
31.08.2016 | International Institute for Applied Systems Analysis (IIASA)

nachricht PRB projects world population rising 33 percent by 2050 to nearly 10 billion
25.08.2016 | Population Reference Bureau

All articles from Social Sciences >>>

The most recent press releases about innovation >>>

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

Im Focus: New 3-D wiring technique brings scalable quantum computers closer to reality

Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.

"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...

Im Focus: Scientists develop a semiconductor nanocomposite material that moves in response to light

In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.

A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...

Im Focus: Diamonds aren't forever: Sandia, Harvard team create first quantum computer bridge

By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.

"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...

Im Focus: New Products - Highlights of COMPAMED 2016

COMPAMED has become the leading international marketplace for suppliers of medical manufacturing. The trade fair, which takes place every November and is co-located to MEDICA in Dusseldorf, has been steadily growing over the past years and shows that medical technology remains a rapidly growing market.

In 2016, the joint pavilion by the IVAM Microtechnology Network, the Product Market “High-tech for Medical Devices”, will be located in Hall 8a again and will...

Im Focus: Ultra-thin ferroelectric material for next-generation electronics

'Ferroelectric' materials can switch between different states of electrical polarization in response to an external electric field. This flexibility means they show promise for many applications, for example in electronic devices and computer memory. Current ferroelectric materials are highly valued for their thermal and chemical stability and rapid electro-mechanical responses, but creating a material that is scalable down to the tiny sizes needed for technologies like silicon-based semiconductors (Si-based CMOS) has proven challenging.

Now, Hiroshi Funakubo and co-workers at the Tokyo Institute of Technology, in collaboration with researchers across Japan, have conducted experiments to...

All Focus news of the innovation-report >>>



Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

Agricultural Trade Developments and Potentials in Central Asia and the South Caucasus

14.10.2016 | Event News

World Health Summit – Day Three: A Call to Action

12.10.2016 | Event News

Latest News

Resolving the mystery of preeclampsia

21.10.2016 | Health and Medicine

Stanford researchers create new special-purpose computer that may someday save us billions

21.10.2016 | Information Technology

From ancient fossils to future cars

21.10.2016 | Materials Sciences

More VideoLinks >>>