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Dergiler / Research in Educational Administration and Leadership (REAL) / 2022 / Cilt: 7 - Sayı: 4

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

Sümeyye MERMER
Niyazi ÖZER
Süleyman Nihat ŞAD
Sayfa
787–824
Yayın Tarihi
2022-12-22
DOI
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

It was also found that parents’ percieved “school image” and “school employees-oriented marketing tactics” were the most effective factors on the “parental loyalty”.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:In this research, it is aimed to reveal the relationship between the “marketing tactics” used by private schools, “school image” and “parent loyalty”.
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Temel Bulgular & Veri:Participants of the study consist of 812 parents, whose children are enrolled to private schools during the 2019-2020 academic year in Sivas.
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Sonuç & Katkı:It was also found that parents’ percieved “school image” and “school employees-oriented marketing tactics” were the most effective factors on the “parental loyalty”.
🔬Tür:Modelleme & Sayısal Simülasyon
📍Kapsam:2019-2020 Verileri
⚙️Değişkenler:Marketing of education · private schools · school image

Abstract

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”.

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Bu Makaleye Atıf Yap

MERMER, S., ÖZER, N., ŞAD, S. N. (2022). Private Schools' Marketing Tactics, Parents’ Loyalty and School Image: A Structural Equation Model. Research in Educational Administration and Leadership (REAL), Cilt: 7 - Sayı: 4, 787–824. https://ajindex.com/articles/862707

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