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

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dc.authoridSad, Nihat/0000-0002-3169-2375
dc.authoridÖzer, Niyazi/0000-0001-7745-6645
dc.authoridMERMER, SUMEYYE/0000-0002-3986-280X
dc.authorwosidSad, Nihat/AAD-5926-2020
dc.authorwosidÖzer, Niyazi/C-6402-2013
dc.contributor.authorMermer, Sumeyye
dc.contributor.authorOzer, Niyazi
dc.contributor.authorSad, Suleyman Nihat
dc.date.accessioned2024-08-04T20:53:16Z
dc.date.available2024-08-04T20:53:16Z
dc.date.issued2022
dc.departmentİnönü Üniversitesien_US
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.en_US
dc.identifier.doi10.30828/real.1093128
dc.identifier.endpage824en_US
dc.identifier.issn2564-7261
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85144702270en_US
dc.identifier.scopusqualityQ4en_US
dc.identifier.startpage787en_US
dc.identifier.urihttps://doi.org/10.30828/real.1093128
dc.identifier.urihttps://hdl.handle.net/11616/101077
dc.identifier.volume7en_US
dc.identifier.wosWOS:000905164200004en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherTurkish Educational Admin Research & Development Assocen_US
dc.relation.ispartofResearch in Educational Administration & Leadershipen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectMarketing ofen_US
dc.subjecteducation privateen_US
dc.subjectschools schoolen_US
dc.subjectimage parents?en_US
dc.subjectloyaltyen_US
dc.titlePrivate Schools' Marketing Tactics, Parents' Loyalty and School Image: A Structural Equation Modelen_US
dc.typeArticleen_US

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