NotesFAQContact Us
Collection
Advanced
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ1153002
Record Type: Journal
Publication Date: 2017
Pages: 15
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-0951-354X
EISSN: N/A
Developing Relationships with School Customers: The Role of Market Orientation
Poole, Sonja Martin
International Journal of Educational Management, v31 n7 p1054-1068 2017
Purpose: While the role of relationship marketing to consumers' overall satisfaction with schools has been discussed in the education management literature, empirical studies on the marketing mechanisms that underpin school-customer relationships are limited. The purpose of this paper is to establish the association between market orientation (MO) in the school context and key relationship marketing performance indicators. Design/methodology/approach: MO and four relationship constructs (brand trust, affective commitment, attitudinal loyalty, and advocacy) were measured using existing and established scales from the education and behavioral literatures. A model reflecting causal ordering derived from the literature and an understanding of school-customer relationships was developed. Data were collected from 205 parents of school-aged children in the USA and analyzed using structural equation analysis. Findings: Results show that a positive relationship between market-oriented behaviors of school organizations and three of the identified indicators of successful school relationship marketing (affective commitment, attitudinal loyalty, and advocacy) are mediated by brand trust. Originality/value: The study contributes to an understanding of the theoretical relationship between market-oriented behaviors and relationship marketing for schools. The results suggest that, for school organizations, MO impacts important outcomes and thus may be vital to sustainability and growth.
Emerald Group Publishing Limited. Howard House, Wagon Lane, Bingley, West Yorkshire, BD16 1WA, UK. Tel: +44-1274-777700; Fax: +44-1274-785201; e-mail: emerald@emeraldinsight.com; Web site: http://www.emeraldinsight.com
Publication Type: Journal Articles; Reports - Research
Education Level: Elementary Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A