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ERIC Number: EJ853293
Record Type: Journal
Publication Date: 2009
Pages: 13
Abstractor: As Provided
Reference Count: 33
ISSN: ISSN-0957-8234
Marketing Tactics and Parents' Loyalty: The Mediating Role of School Image
Li, Chung-Kai; Hung, Chia-Hung
Journal of Educational Administration, v47 n4 p477-489 2009
Purpose: This paper aims to investigate how marketing tactics can enhance parents' loyalty in the educational context. Building on extant research, it proposes an integrated framework in which perceived marketing tactics are related to school image, which in turn is related to parents' loyalty. Design/methodology/approach: Five marketing tactics are selected. A questionnaire is constructed, and data are collected from 1,200 parents of schoolchildren studying in 60 elementary schools in Taiwan. A multiple regression analysis is conducted to analyze the data. Findings: The results show that the selected marketing tactics all significantly and meaningfully predicted the perception of school image, however promotion tactics were the most effective strategy. In addition school image is an effective predictor of parents' behavior. Finally school image mediates the relationship between marketing tactics and parents' loyalty. Originality/value: The finding suggests that school administrators can use marketing tactics in order to enhance school image that in turn leads to parents' school choice and word-of-mouth. (Contains 1 figure and 4 tables.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Elementary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Taiwan