Abstract
In a comparison of the satisfaction expressed by a large sample of consumers with the child care alternatives of relatives, babysitters, nursery schools, and day care centers, the author discovered that significant differences existed. Parents rated communication as better from nursery schools and relatives than from day care centers, but the parents of day care children were more satisfied with activities. Despite these differences, all satisfaction scores were very high. It is suggested that perhaps parents and other purchasers of very high involvement services are unwilling, unable, or afraid to evaluate this type of service negatively because the psychological risks are too great if they admit poor service performance.
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© 2015 Academy of Marketing Science
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Smith, L.J. (2015). Consumers’ Fear of Dissatisfaction with High Involvement Services. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_101
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DOI: https://doi.org/10.1007/978-3-319-17046-6_101
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
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