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

Autor/inn/en	Mermer, Sümeyye; Özer, Niyazi; Sad, Süleyman Nihat
Titel	Private Schools' Marketing Tactics, Parents' Loyalty and School Image: A Structural Equation Model
Quelle	In: Research in Educational Administration & Leadership, 7 (2022) 4, S.787-824 (38 Seiten)Infoseite zur Zeitschrift PDF als Volltext kostenfreie Datei Verfügbarkeit
Zusatzinformation	ORCID (Mermer, Sümeyye) ORCID (Özer, Niyazi) ORCID (Sad, Süleyman Nihat)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
Schlagwörter	Private Schools; Marketing; Reputation; Parent Attitudes; Foreign Countries; School Personnel; Educational Facilities; Costs; Group Unity; Attachment Behavior; Turkey + Suchen Sie Ihr Suchwort? Private school; Privatschule; Elternverhalten; Ausland; Schulpersonal; Bildungsstätte; Cost; Kosten; Gruppenidentität; Attachment; Bindungsverhalten; Türkei
Abstract	This research aimed to reveal the relationship between the "marketing tactics" used by private schools, "school image" and "parent loyalty". Participants consisted of 812 parents, whose children were 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 in 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 "school image" and "school employees-oriented marketing tactics" were perceived as the most effective predictors of the "parental loyalty". (As Provided).
Anmerkungen	EARDA Turkish Educational Administration Research & Development Association. Dokuz Eylul University, Buca Faculty of Education, Izmir, Turkey 35150. e-mail: eyedderinfo@gmail.com; Web site: https://dergipark.org.tr/en/pub/real/archive
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01