الأستاذة رحاب السلامين تشارك في نشر دراسة جديدة بعنوان "تأثير عناصر المزيج التسويقي على قرار أولياء الأمور في اختيار مدرسة خاصة في الضفة الغربية/فلسطين"

ملخص البحث

Objective

It has been proved by many researchers that the marketing mix elements is a significant tool that can be used to gain a competitive advantage. This paper aims to further explore the influence of marketing mix bridge the gap found in previous research. First, this paper covers private schools. Second, this paper will cover the influence of the mix on parents’ decision. Third, the scope of this paper is private school at Westbank – Palestine. In this paper, the authors have followed a quantitative approach, data was collected using a questionnaire, it was distributed for 350 parents that have children in a private school, only 213 parents of those parents responded to the questionnaire. For the analysis, multi-regression was applied using SPSS software. The results have shown that while all mix elements have an impact on parents’ decision, only physical environment and people have significant impact on parents’ decision. The results also shown that people and physical environment have a positive impact on parents’ decision, which means that an improvement in either of them at a school will make parents lean towards selecting that private school in particular.

كيفية الاستشهاد للبحث:

Alsalamen, R. R., Alsalamen, I. R., & Mosleh, S. M. (2024). The Influence of Elements of Marketing Mix on Parents’ Decision of Selecting a Private School in Westbank/Palestine. In Frontiers of Human Centricity in the Artificial Intelligence-Driven Society 5.0 (pp. 1067-1077). Springer, Cham.

رابط البحث

https://link.springer.com/chapter/10.1007/978-3-031-73545-5_96