The Influence of School Brand Image, Administrative and Teaching Service, and School Marketing on Students’ School Choice: The Case of A Private Vocational High School in Taichung

• Main Authors: MA,CHAO-FAN, 馬超凡
• Other Authors: JANG,TSYH-JENG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/ad56sk

碩士 === 嶺東科技大學 === 國際企業系碩士班 === 107 === Declining birth rates and the 12-year basic education have brought recruitment pressure to bear on private schools. How to increase students' willingness to study is already an urgent matter school operators have to face and to think about. Based on the experience of business management and literature, the brand image, service quality and marketing strategy of the company have an influence on consumers' purchase. Good brand images, services, and marketing strategies increase consumers’ purchase and repurchase intentions. The purpose of this study is to examine the influence of school brand image, administrative service quality, and school marketing on students’ school choice. The questionnaire was used as an instrument for data collection. The participants were the students studying at a private vocational high school in Taichung. A total of 639 questionnaires were administered from November to December 2018. The response rate was 93.71%. After data trimming, 596 questionnaires were used for statistical analysis, using SPSS 14. Descriptive analysis, reliability and validity measurement, ANOVA, and regression analysis were conducted. The results showed that school brand image, administrative service, and school marketing have positive effects on students’ school choice. In addition, the gender, grade, and major of students have minor effect on students’ school choice.