Parents as Customers: The Influence of School Reputation on Satisfaction, Feedback, and Loyalty of Vietnamese Secondary Students’ Parents

Thang The Nguyen, Thai Quoc Cao, Huong Thi Thu Phung (), Trung Tien Nguyen, Thao Thi Thanh Phan and Hiep Hung Pham
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Thang The Nguyen: Vietnam Institute of Educational Sciences
Thai Quoc Cao: Hanoi University of Social Sciences and Humanities
Huong Thi Thu Phung: VNU University of Economics and Business
Trung Tien Nguyen: VNU University of Education
Thao Thi Thanh Phan: Thanh Do University
Hiep Hung Pham: Phu Xuan University

Corporate Reputation Review, 2023, vol. 26, issue 3, No 1, 167-178

Abstract: Abstract Understanding customer’s expectations regarding school reputation are essential to creating strategies to reach the satisfaction and loyalty of customers. In particular, Vietnam's secondary education system is a potential sector for researchers to invest in with the innovation in implementing public and private schools in the education system in recent years. Over the past few years, parents—as customers in the education system, are getting more and more attention to school reputation. This study aims to analyze whether the school's reputation has an impact on the satisfaction, feedback, and loyalty of Vietnamese secondary student's parents or not. The study also considers the effects of moderating variable as that is parent’s age while analyzing causal relationships above. The research was carried out in secondary schools in Vietnam, using Structural Equation Modeling (SEM) to establish and moderating effect to verify factors with 230 respondents in the surveys. The results show support for the model between school reputation and parents' satisfaction, loyalty, and feedback, as well as moderating effects of parent’s age would indicate the relationship between reputation—feedback, satisfaction—feedback, reputation—loyalty, and satisfaction—loyalty. Related findings and practical implications are explored.

Keywords: School reputation; Parents; Satisfaction; Loyalty; Feedback; Secondary school (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1057/s41299-022-00144-w

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