... of service relationships, while disparate cognitions of expectations encumber and work toward terminating relationships (switching behavior). An empirical investigation of service switching in a child‐care setting reveals that highly educated child‐care consumers place more importance on the service...

...Margaret L. Friedman; Lois J. Smith Tests, through a child care choice survey, a number of hypotheses put forward by Zeithaml concerning the process of consumer search for services. Finds that personal sources of information about services are far more important to buyers than are mass media...