A qualitative research shows the real description of the statement of teachers, admin staff, and parent’s status and the whole environment that surrounds the school. (Hitchcock and Hughes 1995) The consumer behavior is better explained in a qualitative study as Biklen (1992) explains.
In Lebanon all schools teach the same materials but what it differs one from another is the management system, the way of teaching, student results, the school culture, and parents satisfaction. The quality of personnel (teachers, administrators) make a difference in the quality of students outcome, staff experience and the way they are taking care of their product (students).
In this thesis we are describing a typical Lebanese catholic private school that the qualitative study defines in reality the daily living and results and what parents say and admin and teachers analyze. This help to know why parents choose a specific school and not another, to study the customer behavior and to explain its approach and acts.
My study concerns whenever there is a Quality Management System, the school is more reputed and will have increasing in number of students, it starts from the school culture, teachers and the management behavior how it affects parents’ choice.
I have observed for 7 years the evolution of the school and staff performance, I did realize that in the last 2 years the “R” school wanted to improve itself when insisting on intensive training, changing rules and procedures but without implementing neither a strategy nor a plan; it is done randomly. The management has the incentive but not the “Now How” whenever a problem or a difficult situation occurs they have difficulties to move to a plan “B”.