Structural equation modeling of parents electronic word of mouth in international schools

Name: Warisara Klomtooksing

keyword: eWOM

ThaSH: Structural equation modeling

Classification :.DDC: 658.8342

; Electronic word of mouth

ThaSH: Word-of-mouth advertising

; School marketing mix

ThaSH: International schools -- Thailand

; School educational quality

ThaSH: Consumer behavior

; School image

; Parents

Abstract: International schools are a type of educational institution, that established to accommodate intercultural literacy. Which arises from cross-cultural differences between races and languages in society. Internationalism plays an important role as a link between linguistic and cultural differences. The International schools is one of an important starting point for children’s success in life and work. Prepare them to cope with an intercultural environment at school age. Consequently, there is an increasing number of new international schools in Thailand. While the number of birthrates is declining, it provides more options for parents. It is therefore necessary to use Electronic Word of Mouth (eWOM), to create a sustainable enrollment for international schools. The objectives are: 1) to provide uniformity in the parent’s eWOM causal relationship model and 2) To study causative factors that influence parent’s eWOM on international students and school operations in Thailand. The key concepts and theories are several literature reviews. That confirmed the effect of eWOM. The research methodology is performed by developing a parent’s eWOM model through a 7-point likert-scale survey. The results of this research demonstrated that all hypotheses were accepted as they affect parental Satisfaction. In particular, the quality of school education is the most influential and parental satisfaction also leads to parents’ eWOM

University of the Thai Chamber of Commerce. Central Library

Address: BANGKOK

Email: library@utcc.ac.th

Name: Suthawan Chirapanda Sato

Role: advisor

Created: 2023

Modified: 2024-07-19

Issued: 2024-07-18

วิทยานิพนธ์/Thesis

application/pdf

eng

DegreeName: Doctor of Business Administration

Level: Doctoral Degree

Descipline: Business Administration

Grantor: University of the Thai Chamber of Commerce

©copyrights University of the Thai Chamber of Commerce

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