دور عناصر المزيج التسويقي الخدمي في زيادة الإقبال على المدارس الأهلية: دراسة ميدانية علىالمدارس الأهلية في محافظة الإحساء

This study aims to explore the views of parents (as customers) towards private schools in the province of Al-Ahsa in Saudi Arabia, on the main factors affecting their decisions to send their children to private schools according to the marketing mix elements of service. The study found a range of results that was highlighted as follows: - Most of the elements of service marketing mix affect the motives of parents to send children to private schools. Most influential element was (the element of service accompanying the product), followed by (product quality and then promotion), while the least influential elements were (pricing and distribution), respectively. - Most parents are satisfied (as customers) with the level of their sons and daughters in private schools who have studied during this year. - The study showed no statistically significant differences between the motives of parents in the province of Al-Ahsa in getting their sons and daughters to private schools, according to the elements of the marketing mix service, on the basis of differences of nationality, kinship, educational qualification of parents, as well as place of residence. - The study also showed the presence of statistically significant differences between the motives of parents in the province of Al-Ahsa in getting their sons and daughters to private schools, according to the marketing mix elements of service, according to age among the parents, family's monthly income and type of current function of the parents. Based on those results, the researcher presented a number of recommendations at the end of the study. KEYWORDS: Private schools, Marketing education, Services marketing, Marketing mix, Al-Ahsa province/ Saudi Arabia.