RESEARCH

ABSTRACT

This study examines the factors influencing parental loyalty to Immaculate Conception College of Balayan, Inc. (ICCBI),with the goal of developing strategic recommendations to strengthen this relationship. Using a qualitative case study design, the researchers explored expressions of loyalty, contributing factors, and strategies for improvement through semi-structured interviews with ten purposively selected parents identified as loyal parents. The findings highlight that loyalty is fostered by ICCBI’s commitment to quality Catholic education, affordable tuition, and positive parent-teacher interactions. Expressions of loyalty include continued enrollment, advocacy through word-of-mouth, and active parental involvement in school activities. Challenges, such as maintaining consistent communication and enhancing quality education, were identified as areas for improvement. Key recommendations include the development of a comprehensive promotional plan, enhancement of parental engagement through social media and events, and the implementation of innovative teaching strategies. These insights contribute to ICCBI’s strategic goals, providing actionable strategies to enhance parental loyalty and support its mission of delivering transformative education.

KEYWORDS

Customer loyalty, Customer Satisfaction, Educational services, Loyalty, Service quality

CITATION

Lagos, R., Ramos III, A. S. B., Tamayo, M. T., Esguerra, A. M. H., & Mangarin, J. A. (2025). ICC YOU THERE! REASONSAFFECTING PARENT’S LOYALTY TO IMMACULATE CONCEPTION COLLEGE OF BALAYAN INC. GUILD OF EDUCATORSIN TESOL INTERNATIONAL RESEARCH JOURNAL, 3(1), 369–384.
https://doi.org/10.5281/zenodo.15039501