مقدمه و هدف: مطالعات پیشین اغلب به شناسایی ابعاد و عوامل اثرگذار بر برندسازی پرداختهاند و کمتر به بررسی جامع و عمیق پیشرانهای کلیدی متناسب با ساختار خاص مدارس غیرانتفاعی پرداختهاند و از سوی دیگر، اغلب پژوهشهای پیشین فاقد رویکرد تلفیقی برای ارائه یک تصویر جامع از پیشرانهای کلیدی برندسازی در مدارس بودند. ازاینرو، هدف پژوهش حاضر شناسایی پیشرانهای کلیدی مؤثر بر برندسازی مدارس غیرانتفاعی بود.
روششناسی پژوهش: این پژوهش با استفاده از رویکرد کیفی و بر مبنای روش فراترکیب با تکیه بر الگوی هفت مرحلهای سندلوسکی و بارسو (2006) انجام شده است. جامعه موردمطالعه شامل کلیۀ مقالات علمی منتشرشده، گزارشها و پایاننامههای داخلی و خارجی در زمینۀ برندسازی مؤسسات آموزشی بود که در بازه زمانی سالهای 2010 تا 2025 میلادی به چاپ رسیده بودند.
یافتهها: پس از مرور و بررسی یافتههای پژوهشهای پیشین و انجام فرایند کدگذاری و مقولهبندی، پیشرانهای کلیدی مؤثر بر برندسازی مدارس غیرانتفاعی شناسایی شدند. این پیشرانها در دو مقوله اصلی «ادراکی» و «ساختاری» و هفت زیرمقوله فرعی شامل: تصویرسازمانی قوی، تجربه مثبت مشتری، روابط عمومی و تبلیغات مؤثر، کیفیت بالای خدمات آموزشی، منابع انسانی توانمند، زیرساختهای فیزیکی و فناوری بهروز و مدیریت و رهبری راهبردی) دستهبندی شدند.
بحث و نتیجهگیری: نتایج کلی پژوهش حاضر نشان داد که مدارس غیرانتفاعی در ایران برای موفقیت در برندسازی نیازمند توجه به عوامل ادراکی و ساختاری هستند. با در نظر گرفتن اهمیت عوامل فرهنگی، اجتماعی و اقتصادی در انتخاب مدارس غیرانتفاعی توسط خانوادههای ایرانی، رویکردی متعادل که شامل کیفیت آموزشی و امکانات فیزیکی، همراه با ایجاد اعتماد و وفاداری است، حیاتی است. تمرکز بر این عوامل کلیدی، میتواند موقعیت رقابتی مدارس غیرانتفاعی را بهبود بخشیده و آنها را به نهادهایی پیشرو و قابل اعتماد در سیستم آموزشی تبدیل کند.
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