Abstract

Objectives: This research aimed to explore the quality of educational services in private education, analyze the marketing of educational services in private secondary schools, and identify proposals to enhance service quality from the perspectives of school leaders and supervisors in the Private Education Office in Riyadh. Methods: The researcher adopted a descriptive survey and correlational approach, utilizing a questionnaire for data collection. The study included all female leaders of private secondary schools (105 leaders) and supervisors in the Private Education Office (22 supervisors). The questionnaire was administered electronically, with a total of 120 respondents (98 leaders and 22 supervisors). Results: The results indicated that school leaders agreed on the adequacy of educational services, while supervisors remained neutral in their assessment. Additionally, both groups expressed neutrality regarding the marketing of educational services. The study revealed a strong positive correlation between the quality of educational services and improvements in marketing effectiveness within private secondary schools. Participants also agreed on proposed measures to enhance service quality. Conclusions: The study recommended conducting annual parent surveys to assess service quality, continuously developing the personnel affairs system to attract qualified professionals, considering family income levels when setting tuition fees, providing in-service professional training programs, and adopting modern strategies for planning and improving private education services to ensure high quality.