Academic institution’s reputation in perception of postgraduate students
In higher education, the role of institution reputation is more important when the competition among institutions is fiercer to attract students. The article presents key factors contributing to institutional reputation and its relationship to student loyalty in or...
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| Format: | Article |
| Language: | Vietnamese |
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TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
2020-08-01
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| Series: | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
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| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/722 |
| _version_ | 1818918176647282688 |
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| author | Hoàng Thị Phương Thảo |
| author_facet | Hoàng Thị Phương Thảo |
| author_sort | Hoàng Thị Phương Thảo |
| collection | DOAJ |
| description | In higher education, the role of institution reputation is more important when the competition among institutions is fiercer to attract students. The article presents key factors contributing to institutional reputation and its relationship to student loyalty in order to help education managers decide to improve service quality, aware of the role of public communication and word-of-mouth (WOM) in developing institution’s brand. The tools of Cronbach alpha, EFA analysis, linear regression, and ANOVA are used with the sample size of 756 postgraduate students of three typical institutions in HCM city. The result shows that institutional reputation is created by student’s trust originated from service quality, public communication and WOM. |
| first_indexed | 2024-12-20T00:45:48Z |
| format | Article |
| id | doaj.art-e022169847dc47328bb6b03050b4cf0d |
| institution | Directory Open Access Journal |
| issn | 2734-9306 2734-9578 |
| language | Vietnamese |
| last_indexed | 2024-12-20T00:45:48Z |
| publishDate | 2020-08-01 |
| publisher | TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH |
| record_format | Article |
| series | Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh |
| spelling | doaj.art-e022169847dc47328bb6b03050b4cf0d2022-12-21T19:59:25ZvieTẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINHTạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh2734-93062734-95782020-08-01934153604Academic institution’s reputation in perception of postgraduate studentsHoàng Thị Phương Thảo0Trường Đại học Mở TP.HCMIn higher education, the role of institution reputation is more important when the competition among institutions is fiercer to attract students. The article presents key factors contributing to institutional reputation and its relationship to student loyalty in order to help education managers decide to improve service quality, aware of the role of public communication and word-of-mouth (WOM) in developing institution’s brand. The tools of Cronbach alpha, EFA analysis, linear regression, and ANOVA are used with the sample size of 756 postgraduate students of three typical institutions in HCM city. The result shows that institutional reputation is created by student’s trust originated from service quality, public communication and WOM.https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/722danh tiếngđào tạo cao họctruyền thông đại chúngtruyền miệngtin tưởng. |
| spellingShingle | Hoàng Thị Phương Thảo Academic institution’s reputation in perception of postgraduate students Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh danh tiếng đào tạo cao học truyền thông đại chúng truyền miệng tin tưởng. |
| title | Academic institution’s reputation in perception of postgraduate students |
| title_full | Academic institution’s reputation in perception of postgraduate students |
| title_fullStr | Academic institution’s reputation in perception of postgraduate students |
| title_full_unstemmed | Academic institution’s reputation in perception of postgraduate students |
| title_short | Academic institution’s reputation in perception of postgraduate students |
| title_sort | academic institution s reputation in perception of postgraduate students |
| topic | danh tiếng đào tạo cao học truyền thông đại chúng truyền miệng tin tưởng. |
| url | https://journalofscience.ou.edu.vn/index.php/econ-vi/article/view/722 |
| work_keys_str_mv | AT hoangthiphuongthao academicinstitutionsreputationinperceptionofpostgraduatestudents |