School reputation and its relation to parents' satisfaction and loyalty

This study aims to investigate the direction and strength of the relationships between school reputation, parent satisfaction and parent loyalty.

The paper reports the findings of a survey of 325 parents from three primary schools across Norway. Building on previous work examining corporate reputations, a new measure of school reputation, as viewed by parents, was developed. Structural equation models were used to validate the new reputation measure and to test the proposed relationships. Relationships linking school reputation to parent satisfaction and loyalty were tested.

Support for a four‐dimensional scale for assessment of parent‐based school reputation was found, using the following dimensions: parent orientation, learning quality, safe environment and good teachers. Parents' satisfaction significantly affected all reputation dimensions. Views of schools as having a parent orientation and good teachers affected parents' loyalty.

The study is limited to parents from three primary schools in a country‐specific context and should therefore be validated with other schools and in other contexts.

Parent‐based school reputation can be easily assessed through a frugal measurement instrument. School managers can address parent satisfaction in order to achieve a good school reputation. A carefully crafted and implemented program for increased parent satisfaction and school reputation would be an important tool for attracting future pupils.

Although reputation is at the core of modern school management, relatively little research has been conducted that addresses the appropriate conceptualisation and measurement of school reputation. Additionally, there has been little work on potential relationships to antecedent and consequent factors. This study contributes to filling this gap in the research.