The impact of image of university on student’s loyalty–self-affirmation, respect, trust as mediators
碩士 === 國立臺南大學 === 教育經營與管理研究所碩士班 === 100 === Due to lower birth rate and lots of new universities, students and their parents will take many factors into considerations. Universities use a variety of recruitment strategies and provide various incentives in order to attract students. University manage...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/50573387977753476841 |
| Summary: | 碩士 === 國立臺南大學 === 教育經營與管理研究所碩士班 === 100 === Due to lower birth rate and lots of new universities, students and their parents will take many factors into considerations. Universities use a variety of recruitment strategies and provide various incentives in order to attract students. University manager must to provide good teaching and service to obtain recognition with the students. They can obtain abilities to face the new challenges at the workplace after graduation.
Purpose of this study is to understand the school image effect on student’s loyalty, and we also discuss the mediator effect on student’s loyalty through self-affirmation, esteem and trust. This study will collect questionnaires with random sampling method.
The samples are the undergraduate student of the south of Taiwan including 10 universities and colleges and collect nearly 500 samples.Within the collected data, valid collecting rate is 83.8%. The research approach adopts the structural equation modeling (SEM) to analysis the overall model and discuss the relationship between constructs.
The study found that: (1) school image has a positive effect on self-affirmation；(2) self-affirmation has a positive effect on student’s loyalty；(3) school image has has a positive effect on esteem；(4) esteem has a positive effect on student’s loyalty；(5) school image has a positive effect on trust；(6) perceived trust has a positive effect on student’s loyalty.
The suggestion of this study can provide to universities for strategy making
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