Marketing tactics and parents' loyalty: the mediating role of school image

Chung‐Kai Li · Chia‐Hung Hung

76 citations0/0 files storedJournal of Educational Administration

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

Abstract

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.

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References

1996The Behavioral Consequences of Service Quality 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1997Dimensions of Brand Personality 1997Dimensions of Brand Personality 2000An Examination of Selected Marketing Mix Elements and Brand Equity 1998Customer loyalty and complex services

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