Analysis of the relationship between marketing tactics used by private schools and parent commitment and school image

The purpose of this research is to reveal the relationship between the marketing tactics used in private schools and school image and parent commitment. Participants of the study consist of 812 parents, whose children / children study at private schools serving in the 2019-2020 academic year in Sivas. The data of the research were collected with a test battery consisting of the Marketing Tactics Scale, School Image Scale and Parent Commitment Scale. In the analysis of the data obtained; descriptive statistics, correlation tests and structural equation modeling were used. As a result of the structural analysis, it was observed that product and service oriented marketing, school employees oriented marketing, price and payment oriented marketing, physical facilities oriented marketing variables directly affect the image of the school positively. In addition, it has been determined that school employees oriented marketing and school image directly affect parent commitment. It has been observed that the biggest impact on the image of the school belongs to the school employees oriented marketing, and the smallest effect belongs to price and payments oriented marketing. The variables that have the greatest impact on parent loyalty are school image and school employees oriented marketing. The variables that has the least impact on parent commitment is physical facilities oriented marketing, price and payments oriented marketing. Based on the results obtained from the research, practitioners were advised to consider the marketing tactics they will use to increase parent commitment by presenting a good school image in parent interviews, while considering the order of importance of school employees, products and services, physical facilities, price and payment. Keywords: Private schools, marketing of educational services, school image, parent commitment