A Study of the Correlation Between the Image of the School and it’s WOM Propagated by the Media－Take Four Taipei County Junior High Schools as an Example

• Main Authors: Yueh-Feng Lin, 林月鳳
• Other Authors: Tom M. Y. Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/dhvm82

碩士 === 國立臺灣科技大學 === 管理研究所 === 95 === By creating positive word-of-mouth reputation the school authority can generate a sense of trust in those targeted information (word of mouth) receivers. What kind of role do the internal personnel of a school play during the process of circulating the word of mouth? 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. The image will then, be transformed into positive word of mouth. During this process, the faculty members as well as the students are the main word-of-mouth receivers and transmitters. Such word of mouth will be circulated both internally and externally. 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. Not only would word of mouth have important effects on school management, it is also a key to a better management. This study has been conducted from the aspect of school management with a view to understanding the result of circulating positive WOM together with the image publicity. Hopefully, this study will become a reference for both the theoretical structuring of academic word of mouth and for word-of-mouth practitioners. The key points of this research include: 1.Investigate the influence of word of mouth propagated by the media on the school’s image. 2.Understand the difference in the word of mouth propagate among the people within the school. 3.Investigate how to use word of mouth propagate to establish positive image for the school. 4.Investigate the benefits of word of mouth propagate on the school’s management. The internal personnel of a school are the key to the positive image building. How does an administrator achieve an effective management of word of mouth? How can internal personnel do to contribute to the positive word of mouth and how do they cope with the negative one? The answers to these questions are being revealed in this research.