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.