Relationship among Private School Brand Image, Marketing Strategy, and Student Satisfaction in a Private University - a Case Study

Abstract

Private schools in China have developed rapidly due to education marketization but face intense market competition. Thus, creating a brand image and marketing strategies are vital. The main objectives of this study were to determine the relationship between the marketing strategies and brand image of private universities, the relationship between the brand image and student satisfaction, the relationship between the marketing strategies and student satisfaction, the impact of individual student variables on the brand image of private universities, the impact of individual student variables on the marketing strategies of private universities, and the impact of individual student variables on student satisfaction. The sample group used in the study were 366 students in a private school in Jiangxi Province, China. The instrument used to collect data was a questionnaire. The statistical methods used to analyze the data comprised reliability and validity analysis, variance analysis, correlation analysis, and regression analysis. The study results found a positive correlation between school brand image and student satisfaction, between marketing strategies and brand image, and between marketing strategies and student satisfaction. There are significant differences in grade level and family background. Recommendations for the Chinese government include organizing national exchange activities to enhance communication, establishing a management agency for private schools to provide consultation, and strengthening monitoring and evaluation mechanisms. Private schools should focus on developing unique brand image characteristics, targeted marketing strategies based on feedback and social context along with quality campus environments, teaching, and services to improve student satisfaction.