Factors Influencing Parental Loyalty: A Study of Adventist Schools in Romania

The aim of this study was to investigate the predictors of parental satisfaction and assess the effect of parent satisfaction on parental loyalty towards Adventist educational institutions, including primary, secondary and high schools, within the context of Romania. The research employs a structured questionnaire administered to parents who have chosen Adventist schools for their children’s education in Romania. A total of 297 parents agreed to participate in this study. Path analysis was conducted to examine the relationship between the factors of perceived value, service quality, corporate image, communication and convenience and their effect on parental satisfaction, which in turn influences parental loyalty. The final results were analyzed in light of various demographic variables, including age, gender, school, income, region, and level of education. The results indicate a favorable relationship between Parent Satisfaction and the factors of Perceived Value, Service Quality, and Convenience. These factors subsequently have a positive effect on parental loyalty. The study demonstrates that parents are satisfied with the Adventist educational institution in Romania and are willing to invest financially in them. Therefore, Adventist schools should aim to enhance their service quality and introduce more convenient features to retain current customers and attract new ones in the future. Further research could expand on these findings and explore additional variables that may significantly impact parental satisfaction and loyalty. Keywords: PARENTAL SATISFACTION, PARENTAL LOYALTY, PERVEIVED VALUE, CORPORATE IMAGE.