The paper actualizes the problem of school image and its attractiveness for parents of pupils. The results of the study of parents’ opinion on the effectiveness of the school are considered and analyzed on the example of the rating of the factors that influence the quality of education at school and the signs that, in their opinion, indicate that the school provides quality education. It is shown that a common indicator of the attractiveness of the school for parents is a comfortable environment; interest in learning; high level of qualification of teachers, which are characteristics of the process, not educational results. Namely, the educational demand of parents is almost not formed. The contradiction between the formal and substantive role of parents as customers of education is revealed, which is the lack of their ideas about the goals and values of modern education; the vision of their child at each educational level; understanding the basis on which to build relationships with the child in the field of education; awareness of their own role in the in the child’s educational process.