Consumer evaluation processes in a service letting

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 sources, that consumers limit their search to one or two service providers, that price and physical attributes of services are less important in choice than experiential, abstract qualities, and that consumers do not generally switch providers voluntarily.