An Empirical Test for Mediation Effect of Educational Institute's Image on Relationship between Marketing Elements and Parents' Loyalty: Evidence from India

Abstract

The article presents the results of a study that assesses effects of selected marketing tactics on parents' loyalty towards the educational institutions. The results of Multiple Regression Analysis show that the price mix was the most significant factor having impact on parents' loyalty followed by people mix, place mix, product mix, and promotion mix. Furthermore, educational institution image mediates completely (full mediation) the relationship between selected marketing tactics (product mix, people mix, place mix, promotion mix) and parents' loyalty. Whereas, educational institution image mediates partially (partial mediation) the relationship between price mix and parents' loyalty. The sample comprised 687 respondents.

KEYWORDS:

• educational institution image
• exploratory factor analysis
• India
• multiple regression analysis
• parents' loyalty
• people mix
• place mix
• price mix
• product mix
• promotion mix