How are citizens’ public service choices supported in quasi-markets?

•Many countries have introduced citizens’ choice in education, healthcare, elder care, and public pensions.•We examine 14 Swedish cases of Web-based decision support for choice in these areas.•The available decision support is inconsistent with the theoretical model of informed/calculated choice in some aspects.•However, there is a trend toward greater consistency with this model. Our results call for a critical discussion of the view of citizens as customers or consumers in their relationship with public services.