The Study of Word-of-mouth School Brand Image on Turnover Intention-Moderating of Principal's Leadership Style

• Main Authors: HUANG,HAI-YEN, 黃海燕
• Other Authors: HSIEH,YIN-JU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/hk976e

碩士 === 大葉大學 === 國際企業管理學系碩士班 === 106 === In recent years, the birthrate in Taiwan has declined drastically . It is an urgent and critical subject to the education industry about the social structure of declining children. Education reform nowadays has been directed by parents’ preference, which is why they have more options in selecting schools for their children. Word of mouth is definitely one of the factors that would influence their decisions.According to the literature, the efforts made from within account for 90% of the outstanding image of a school. First of all, the school needs to elevate its education quality. Furthermore, the outstanding image shall be propagated by the personnel concerned. Word of mouth is like a double-edged sword. It can establish a strong brand image, or it can destroy a good image. So the relationship between word of mouth and brand image is very close. If the principal’s personal brand is positive and unique, it will enhance the prestige of the principal and establish a good reputation. This will help the principal’s school leadership and governance. The principal's good reputation and image will win the community’s people, parents, and teachers better. It is useful for school management leaders and marketing brand image. The purpose of this research is to discuss the effect of word of mouth and school brand image. The study also uses principal's leadership style as an intervening variable for word of mouth and school brand image. 254 completed questionnaires were received from Parents of children still in school. The empirical results show that word-of-mouth has a significant positive relationship with the brand image of the school. In terms of the effect of interference, the principal's leadership style does not show a significant interference effect between word-of-mouth and school brand image.