UNIVERSITY IMAGE DEVELOPMENT FOR PHRANAKHON RAJABHAT UNIVERSITY

Abstract

          At present, higher education institutions such as universities need to concern about the organizational image management because of a changing socio-economic context. The objective of the study is to evaluate the image of Phanakhon Rajabhat University in the opinions of high school students compare with the image of private universities namely Sripatum University, Krirk Universiy, and North Bangkok University, which located nearby Phranakhon Rajbhat Univerisity. In addition, the effect of university image on students’ intention to study at the university is also investigated. The research design is applied mixed method which combine quantitative and qualitative research methodology. The data is collected from 366 12th grade students in 8 high schools in Bangkhen, Donmuang, Lak Si, and Saimai district by the questionnaire based on Likert 10-point scale including the focus group with 39 students and in-depth interviews with the executives and teachers of high schools. The factor analysis is used to classify and identify 6 dimensions of university image consisting of curriculum, instructor, teaching approach, facility and environment, cultural and social activities, and output. The results reveal that the overall image of Sripatum University is ranked at the highest position following by Phranakhon Rajabhat University, North Bangkok University, and Krirk University, respectively. When considering the effects of university image on the students’ intention to study at the university, it is found that the image on curriculum, cultural and social activities as well as output positively influenced the students’ intention to study at Phranakhon Rajabhat University. Even though Sripatum University is the most outstanding in all dimensions of university images, most students remain having confidence in College of Teacher Education of Phranakhon Rajabhat University particularly the quality of graduates. The drawback of Phranakhon Rajabhat University comes from lacking of proactive public relation and communication as well as lacking of variety in the current curriculums. These findings will help the managements of both public and private universities develop appropriate strategies for better organizational images that promote long-term reputation, which will increase trust and confidence in the university among stakeholders and people.