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

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dc.authoridOzer, Niyazi/0000-0001-7745-6645
dc.authoridMERMER, SUMEYYE/0000-0002-3986-280X
dc.authoridSad, Suleyman Nihat/0000-0002-3169-2375
dc.contributor.authorMermer, Sumeyye
dc.contributor.authorOzer, Niyazi
dc.contributor.authorSad, Suleyman Nihat
dc.date.accessioned2024-10-26T18:05:41Z
dc.date.available2024-10-26T18:05:41Z
dc.date.issued2022
dc.departmentSivas Cumhuriyet Üniversitesi
dc.description.abstractThis 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.
dc.identifier.doi10.30828/real.1093128
dc.identifier.endpage824
dc.identifier.issn2564-7261
dc.identifier.issue4
dc.identifier.scopus2-s2.0-85144702270
dc.identifier.scopusqualityQ4
dc.identifier.startpage787
dc.identifier.urihttps://doi.org/10.30828/real.1093128
dc.identifier.urihttps://hdl.handle.net/20.500.12418/29139
dc.identifier.volume7
dc.identifier.wosWOS:000905164200004
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherTurkish Educational Admin Research & Development Assoc
dc.relation.ispartofResearch in Educational Administration & Leadership
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectMarketing of
dc.subjecteducation private
dc.subjectschools school
dc.subjectimage parents?
dc.subjectloyalty
dc.titlePrivate Schools' Marketing Tactics, Parents' Loyalty and School Image: A Structural Equation Model
dc.typeArticle

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