ABSTRACT
Schools are competing for customers and they must manage their resources, just like private firms (Boyd, 2003). Prior research shows that parental involvement is an essential factor for children’s educational success (Erdener & Knoeppel, 2018). Dissatisfaction and wrong policies will lead to failures. Educational success has four critical variables, namely income level, educational background, product knowledge, and customer satisfaction. Mixed-method research was conducted to analyze this issue by patterning consumer behavior from different income levels and educational backgrounds using a purposive sampling method. The research took place in Jakarta due to Jakarta’s high social disparity. This research examined two hypotheses on how income level and educational background influence customer satisfaction when consumers receive the same product knowledge. The result showed that extensive product knowledge of school innovations will solve the knowledge gap and prevent dissatisfaction, increasing school performance.
