Analysis of Factors Influencing Attractive Schools: A Case Study of Al-Sana and Al-Watan Schools (A Community Study)

Abstract

This research aims to examine the educational, organizational, and service-related variables that affect the attractiveness of private schools, using Al-Sana and Al-Watan schools as case studies to represent different levels of attractiveness among them. This research adopted a descriptive-analytical approach. A five-point Likert scale was used to develop the research instrument (questionnaire) on the basis of educational literature and past research. The questionnaire consisted of 20 items divided into four domains. The quantitative and qualitative approaches were applied to obtain a holistic view of the phenomenon as seen by students, parents, teachers, and administrators and to compare it to less appealing schools in the same geographical setting. A questionnaire was utilized to collect data based on four domains, namely overall satisfaction, quality of education, institutional services, and attractiveness factors. A sample of 523 questionnaires was sent, with 325 valid questionnaires returned and used for statistical analysis, divided into 161 males and 151 females in a purposive sample of 325 individuals, using both paper-based and electronic questionnaires. Semi-structured interviews were also considered to supplement the quantitative data. The 312 questionnaires were used in the analysis concerning the gender variable, as some returned questionnaires had incomplete data regarding this variable. Subsequently, data points that were incomplete on this variable were omitted only in this analysis. They were included in other statistical analyses where gender classification was unnecessary to retain as much data as possible and achieve high accuracy and validity in the results. The research was applied at Al-Sana School and Al-Watan School, which are affiliated with the General Directorate of Education of Baghdad Al-Karkh II, in Baghdad Province. The findings showed significant statistical associations between the independent variables (satisfaction, quality of education, and services) and the dependent variable (institutional attractiveness). Regression analysis revealed that the most influential factors in the choice of schools were the quality of services and overall satisfaction. The qualitative analysis also revealed that school image, geographical location, and effective management are crucial to increasing school attractiveness. According to the research, schools that promote the high quality of the learning process, offer effective services, and have organizational policies that are clear and understandable are better able to attract and keep students. It suggested the introduction of participatory management models, the enhancement of communication with parents, and the creation of marketing strategies that can increase the identity of schools and their effectiveness.