CONSUMER CONFIDENCE OF EDUCATIONAL SERVICES AS FACTOR OF FORMATION OF POSITIVE IMAGE OF THE PRIVATE EDUCATIONAL ORGANIZATION

Author(s):  V.B. Tarabayeva, Dr., Prof., Belgorod National Research University, Belgorod, Russia, tarabaeva@bsu.edu.ru

O.S. Miroshnikova, Belgorod National Research University, Belgorod, Russia, miroshnikova@bsu.du.ru

Issue:  Volume 44, № 2

Rubric:  Sociology and Social Technologies

Annotation:  In article the relevance of studying of a problem of formation of positive image of the private educational organizations reveals. As its key indicator the factor of consumer confidence of educational services, its criteria influencing development of the organizations is considered. Positive and negative sides of two types of the preschool educational organizations are defined by sociological poll. The data obtained during studying of factors of trust as private educational organizations, fundamental at formation of positive image, are analyzed. Similarities and differences in a research of features of factors of consumer confidence of educational services of the state and private preschool educational organizations of the Belgorod region are revealed. Levels of satisfaction with educational services in different types of the organizations are determined. It is emphasized that studying of factors of trust of parental audience will help to reveal degree of satisfaction of consumers with educational services, to make recommendations when developing strategy of formation of positive image of the private preschool educational organization. Knowledge about major factors of trust will allow the head to build the program for creation of the competitive private preschool educational organization.

Keywords:  positive image of the organization; image thinking; trust factors; private educational organization; educational service; satisfaction with educational services; competitiveness

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