Private Schools' Marketing Tactics, Parents’ Loyalty and School Image: A Structural Equation Model

Mermer S., Özer N., Şad S. N.

Research in Educational Administration & Leadership, cilt.7, sa.4, ss.787-824, 2022 (ESCI)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 7 Sayı: 4
  • Basım Tarihi: 2022
  • Doi Numarası: 10.30828/real.1093128
  • Dergi Adı: Research in Educational Administration & Leadership
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, ERIC (Education Resources Information Center)
  • Sayfa Sayıları: ss.787-824
  • Sivas Cumhuriyet Üniversitesi Adresli: Evet

Özet

In this research, it is aimed to reveal the relationship between the “marketing tactics” used by private schools, “school image” and “parent loyalty”. Participants of the study consist of 812 parents, whose children are enrolled to private schools during the 2019-2020 academic year in Sivas. The research data were collected using “Marketing Tactics Scale”, “School Image Scale”, and “Parent Loyalty Scale”. For the analysis of the data, descriptive statistics, correlation tests and structural equation modeling were used. The results of the analysis confirmed all the hypotheses developed within the scope of the theoretical model. Results showed that “marketing tactics” regarding “products and services”, “school employees”, “physical facilities”, “price and payment” directly and indirectly affect “school image” and “parents’ loyalty”. It was also found that parents’ percieved “school image” and “school employees-oriented marketing tactics” were the most effective factors on the “parental loyalty”.