Drivers of experience of students and parents in basic education: a perspective based on relationship quality

Abstract

The purpose of this article is to understand the drivers of parents/students experience from a perspective of relationship quality in order to develop student attraction and retention strategies for school. A qualitative (n = 24) and quantitative study was conducted with primary and secondary data (n = 677) collected by means of a structured questionnaire using sampling from a group of respondents made up of parents and students from 16 high schools located in several states of Brazil. To analyse the data statistical techniques were used, with emphasis on Structural Equation Modelling. The article makes three main contributions to the field. A practical contribution of this study lies in the generation of information to aid the understanding of strategic indicators on the quality of relationships with consumers and the experience of using education services so that they can be applied in student attraction and retention strategies.

Impacts of parents' and guardians' trust in confessional schools on students’ perceived performance and spirituality

“…Thus, findings indicate that the trust of parents or guardians in the denominational institution positively influences their perception of their children's (students’) school performance. Thus, it corroborates the findings of several studies (Benke et al ., 2020; Poole, 2017; Romero, 2015; Tschannen-Moran et al. , 2013; Adams and Forsyth, 2009; Gregory and Ripski, 2008; Mitchell et al.…”

“…Thus, findings indicate that the trust of parents or guardians in the denominational institution positively influences their perception of their children's (students') school performance. Thus, it corroborates the findings of several studies (Benke et al, 2020;Poole, 2017;Romero, 2015;Tschannen-Moran et al, 2013;Adams and Forsyth, 2009;Gregory and Ripski, 2008;Mitchell et al, 2008;Seashore Louis, 2007), finding a positive relationship between trust in the educational institution and parental loyalty of students and that trust between teachers, principals and parents affects students' performance. So, the evidence indicates that parents' and guardians' trust a religious school.…”

“…Therefore, as far as parents or guardians perceive, a student's spirituality stems from the social interactions with the administrative and technical staff and teachers, who, in turn, also bring their values to the work environment. Social interaction also derives from the trust between teachers, principals and parents, according to some researchers, such as Benke et al . (2020), Poole (2017) and Romero (2015).…”

“…Poole (2017) showed a positive relationship between market-oriented behaviors (affective commitment, attitudinal loyalty and advocacy) of primary education schools in the USA, mediated by trust in the brand. Benke et al (2020) showed that trust in the school positively impacts students' loyalty to 16 Brazilian private primary education institutions. Trust was measured in terms of the competence of educational institutions (competence in educating, superior performance to competitors), benevolence (institutions are not concerned only with their interests; there is mutual recognition between the parties) and integrity (institutions are honest in dealing with parents and students and the promises made by these schools are trustworthy).…”

“…Poole (2017) showed a positive relationship between market-oriented behaviors (affective commitment, attitudinal loyalty and advocacy) of primary education schools in the USA, mediated by trust in the brand. Benke et al . (2020) showed that trust in the school positively impacts students' loyalty to 16 Brazilian private primary education institutions.…”