The Effect of Marketing Mix Components on the Image of a Private School and Parental Loyalty in Battambang Province, Cambodia
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This study contributes to the growing body of knowledge on educational marketing practices by examining the impact of marketing mix components on the image of a private school and parental loyalty in Battambang Province, Cambodia. The research objective was to investigate the effects of the 7Ps marketing mix components (product, place, price, promotion, people, physical evidence, parent-teacher communication) on school image and parental loyalty. A survey was administered to a sample of 351 parents to understand their perceptions of the school’s image and how this affected their loyalty to it. The data were analyzed using descriptive statistics, correlation, and simple/multiple regression. A positive correlation was found between all marketing mix factors and the school’s image. Furthermore, school image was found to mediate the relationship between the marketing mix components and parental loyalty, indicating that image plays a crucial role in translating marketing efforts into parental loyalty. The study also found a direct link between the overall marketing mix and parental loyalty. These findings suggest that the school has been successful in leveraging its marketing mix to create a favorable image and foster parental loyalty. However, the study’s cross-sectional design and data collection from a single site limit the generalizability of the findings. Future research studies could explore additional factors influencing parental loyalty or collect data from multiple schools to examine the extent to which these findings may apply in other settings.
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