Survey on marketing tactics used to build private school image and increase parents' loyalty Online publication date: Sun, 12-Apr-2015
by Shahab Alam Malik; Amna Mushtaq; Laeeq Hassan Jaswal; Shujah Alam Malik
International Journal of Management in Education (IJMIE), Vol. 9, No. 2, 2015
Abstract: This study aims to explore the elements of marketing tactics used by private sector elementary schools by observing the relationship between the marketing tactics and parents' loyalty along with mediating effect of school image. The seven elements of marketing tactics were used in this study, namely, place, price, promotion, people, physical evidence and process. Feedback was sought from the parents of children of primary level schools through survey questionnaires. A final sample of 529 respondents was used for data analysis, using multiple regression method to analyse the effect of 7P's of service marketing in building strong and distinctive private school image and parents' loyalty. Product, people, and process were the three elements of marketing tactics that were found positively related to parents' loyalty. Findings of this survey can serve as a guideline for school management to build effective marketing strategies to enhance their school image.
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