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

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Title: Private Schools' Marketing Tactics, Parents' Loyalty and School Image: A Structural Equation Model
Language: English
Authors: Mermer, Sümeyye (ORCID 0000-0002-3986-280X), Özer, Niyazi (ORCID 0000-0001-7745-6645), Sad, Süleyman Nihat (ORCID 0000-0002-3169-2375)
Source: Research in Educational Administration & Leadership. Dec 2022 7(4):787-824.
Availability: 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
Peer Reviewed: Y
Page Count: 38
Publication Date: 2022
Document Type: Journal Articles
Reports - Research
Descriptors: Private Schools, Marketing, Reputation, Parent Attitudes, Foreign Countries, School Personnel, Educational Facilities, Costs, Group Unity, Attachment Behavior
Geographic Terms: Turkey
ISSN: 2564-7261
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".
Abstractor: As Provided
Entry Date: 2023
Accession Number: EJ1375444
Database: ERIC
FullText Text:
  Availability: 0
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  Data: Private Schools' Marketing Tactics, Parents' Loyalty and School Image: A Structural Equation Model
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  Data: <searchLink fieldCode="AR" term="%22Mermer%2C+Sümeyye%22">Mermer, Sümeyye</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-3986-280X">0000-0002-3986-280X</externalLink>)<br /><searchLink fieldCode="AR" term="%22Özer%2C+Niyazi%22">Özer, Niyazi</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0001-7745-6645">0000-0001-7745-6645</externalLink>)<br /><searchLink fieldCode="AR" term="%22Sad%2C+Süleyman+Nihat%22">Sad, Süleyman Nihat</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0002-3169-2375">0000-0002-3169-2375</externalLink>)
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  Data: <searchLink fieldCode="SO" term="%22Research+in+Educational+Administration+%26+Leadership%22"><i>Research in Educational Administration & Leadership</i></searchLink>. Dec 2022 7(4):787-824.
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  Data: 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
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  Data: 38
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  Data: <searchLink fieldCode="DE" term="%22Private+Schools%22">Private Schools</searchLink><br /><searchLink fieldCode="DE" term="%22Marketing%22">Marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Reputation%22">Reputation</searchLink><br /><searchLink fieldCode="DE" term="%22Parent+Attitudes%22">Parent Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Foreign+Countries%22">Foreign Countries</searchLink><br /><searchLink fieldCode="DE" term="%22School+Personnel%22">School Personnel</searchLink><br /><searchLink fieldCode="DE" term="%22Educational+Facilities%22">Educational Facilities</searchLink><br /><searchLink fieldCode="DE" term="%22Costs%22">Costs</searchLink><br /><searchLink fieldCode="DE" term="%22Group+Unity%22">Group Unity</searchLink><br /><searchLink fieldCode="DE" term="%22Attachment+Behavior%22">Attachment Behavior</searchLink>
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  Data: <searchLink fieldCode="DE" term="%22Turkey%22">Turkey</searchLink>
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  Data: 2564-7261
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: 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".
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  Data: 2023
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  Data: EJ1375444
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      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 38
        StartPage: 787
    Subjects:
      – SubjectFull: Private Schools
        Type: general
      – SubjectFull: Marketing
        Type: general
      – SubjectFull: Reputation
        Type: general
      – SubjectFull: Parent Attitudes
        Type: general
      – SubjectFull: Foreign Countries
        Type: general
      – SubjectFull: School Personnel
        Type: general
      – SubjectFull: Educational Facilities
        Type: general
      – SubjectFull: Costs
        Type: general
      – SubjectFull: Group Unity
        Type: general
      – SubjectFull: Attachment Behavior
        Type: general
      – SubjectFull: Turkey
        Type: general
    Titles:
      – TitleFull: Private Schools' Marketing Tactics, Parents' Loyalty and School Image: A Structural Equation Model
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            NameFull: Özer, Niyazi
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            NameFull: Sad, Süleyman Nihat
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            – D: 01
              M: 12
              Type: published
              Y: 2022
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            – TitleFull: Research in Educational Administration & Leadership
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