A Study of the image of Higher Education Institutions：Based on the view by Consumers

• Main Authors: LIAO HSIAO CHUN, 廖曉君
• Other Authors: Lo Yen-Hung
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/45998090655394113521

碩士 === 玄奘大學 === 企業管理學系碩士班 === 93 === In recent years, changes of government policies and the decrease of birthrate have increased competition among higher education markets in Taiwan. Consequently, image-build of universities has become an importance issues. This study surveyed influencing decision-making of entrance applications 916 people (students, staff of university and social adult) analysis, descriptive statistics, T-test, one-way analysis of variance and two-way of variance. This study find several detects： 1. .internal customers － － the staff and students of the six education institutions have the same viewpoints for public schools, but private schools didn’t. 2. external customers－－the social adult and others students have difference views for school image. 3. there is the same views for internal customers and .external customers for the greater part of school image, but Yuan Ze University not . 4. from the perceptual map, people almost have a nice image to public schools.