ABSTRACT
Marketization, the process of integrating market elements into the public sector, has been one of the core objectives of public management reform in many countries (Pollitt and Bouckaert 2004). Offering choice between providers to citizens is an essential element in this marketization. It is assumed that by introducing choice, there will be less need for hierarchical steering. Instead of this, citizens would act as customers and send market signals to providers through either exercising choice or expressing voice. As a result, a better match between client preferences and services offered would emerge (Van de Walle 2010). Based on this logic, reforms aimed at increasing choice opportunities have been introduced in various countries.
