The purpose of this study is to investigate the salient beliefs customers hold towards the education service sector in Australian. This paper uses the Theory of Planned Behaviour as a qualitative framework to enable a more systematic analysis of school choice in Australia. Results indicate that (1) proximity of school and academic reasons were the main salient beliefs among parents, and (2) the Theory of Planned Behaviour provided a more structured method for elicitation as compared to previous studies that did not used any established behavioural theoretical frameworks.
|Number of pages||10|
|Journal||International Review on Public and Nonprofit Marketing|
|Publication status||Published - 29 Apr 2009|