نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری رشته مدیریت آموزشی، دانشگاه آزاد اسلامی، واحد دماوند، دماوند، ایران
2 دانشیار، گروه مدیریت آموزشی، دانشگاه فرهنگیان، تهران، ایران.
3 استادیار، دانشگاه آزاد اسلامی، واحد دماوند (تهران)، گروه علوم تربیتی تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Background and Objective: Business development is one of the main concerns of business owners. In the meantime, preschool centers managers are trying to develop their business by providing pleasant and satisfying customer experiences to parents. The aim of the present study is to identify and level the influencing factors on the development of preschool centers with the interpretive structural modeling approach.
research methodology: This research, in terms of purpose, is applied, and from the point of view of data gathering, it is of a mixed type, which done in two stages: thematic analysis and interpretive structural modeling. The statistical population consists of two groups, the first group included managers of preschool centers in Tehran. The second group consists of academic experts and managers of preschool centers in Tehran. In the qualitative section, the data gathering tool was a semi-structured interview. In the interpretive structural modeling section, the main data gathering tool was a researcher-made questionnaire.
Findings: The results of the qualitative part showed that 9 factors include awareness of the preschool center's brand, marketing strategy, interactions with parents, educational content, financial resources, networking with stakeholders, image (brand) position of the preschool center, organizing online educational events, and physical environment design influenced on the development of preschool centers. Based on the results of interpretative structural modeling, the most dependence was in the variables of networking with stakeholders, interactions with parents, awareness of the preschool center's brand, and image position (brand). And the financial resources variable had the least dependence and the most influence.
Conclusion: The development of preschool centers is influenced by financial resources available to the managers of these centers, which has direct effects on the brand position, brand awareness of the preschool center, and the ability of managers to interact with parents and network with them.
کلیدواژه‌ها [English]
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