กลยุทธ์การตลาดและปัจจัยการตัดสินใจของผู้ปกครองในการเลือกส่งบุตรหลานเข้าศึกษาในโรงเรียนเอกชนสอนศาสนาอิสลามและภาษาอาหรับ : กรณีศึกษาจังหวัดกรุงเทพมหานคร

Abstract

This research aims to achieve the following objectives: 1) Investigate the marketing strategies employed by private Islamic and Arabic schools. 2) Examine the decision factors that influence parents when choosing to enroll their children in private Islamic and Arabic schools. 3) Provide recommendations for aligning school marketing strategies with parental decisions regarding their children's education. Qualitative research methods were utilized for data collection. The study involved key informants, including an administrator, a deputy school director, three teachers responsible for marketing strategies, ten parents of current students, and ten parents of alumni, totaling 25 individuals who were selected purposively. Data was collected through semi-structured interviews and analyzed using content analysis. Data validity was ensured through triangulation. The research findings are as follows: 1) Marketing strategies in private Islamic and Arabic schools in Bangkok Province align with the 7Ps concept framework, emphasizing curriculum strategy (Product), educational location strategy (Place), communication strategy, public relations, and media strategy (Promotion and Media), identity establishment strategy (Positioning), and teaching and learning process strategy (Process). No specific strategies were identified for education fees (Price) and personnel strategies (People). 2) Parental decision factors for enrolling their children in private Islamic and Arabic schools encompass six elements: infrastructure, curriculum, personnel, school reputation, facilities and services, and academic performance. And 3) The key recommendation pertains to personnel strategy, focusing on factors influencing parents' choices, particularly in terms of public relations efforts related to school personnel. Consequently, the research suggests adopting a marketing approach that harmonizes with parental decision factors, known as the 6C's: Curriculum, Content, Characteristics, Community, Competitiveness, and Competence.