Indicator for measuring university reputation in Thailand  

Oleh:

Pitpreecha, Rungnapar

Jenis: Article from Proceeding
Dalam koleksi: American Society of Business and Behavioral Sciences (ASBBS) Proceedings: Feb 2014; Vol. 21 (1), page 600-609.
Topik: Organization Reputation; Products and Services; Innovation; Workplace; Governance; Citizenship; Leadership; Performance
Fulltext: 52 - ASBBS 2014 - p600.pdf (642.29KB)

Isi artikel

Indicator for Measuring University Reputation in Thailand is a quantitative research with an objective to investigate the indicator for measuring university reputation. The research focuses on the opinions of stakeholders and service receivers including high school and university students, parents, and employers. Sample group of the research comprises population residing in the Bangkok metropolitan area and four selected provinces representing the four regions of Thailand, which are Chonburi (Central region), Chiangmai (Northern region), Nakhon Ratchasima (Northeastern region) and Songkhla (Southern Region) with the total of 2,500 respondents. Result of the survey research employing questionnaire with the sample found that among 2,500 respondents, 63.60 percent were female and 36.40 percent were male. 31.00 percent of the respondents were between 18 to 22 years of age, followed by 18.20 percent between 23 to 30 years of age, and 15.70 percent between 13 to 17 years of age. Of the total number of respondents, 24.10 percent were university students and 23.80 percent were civil service officers or government officers. Considering the research result overview, it is shown that the factor with highest mean was performance (4.17), followed by products and services of the organization (4.16) and innovation (4.15). According to Multiple Regression Analysis, the result found that products and services of the organization, performance, innovation, workplace, and governance had a significant influence on organization reputation; the products and services of the organization was the most influencing indicator (ß = 0.45). The research also identifies indicators for measuring reputation of higher educational institutions in Thailand as follows. 1. Products and Services, which consist of: teaching Quality , courses with highly demand in the country, quality researches that can be applied well for society development,a number of doctoral faculty members with academic position and acceptable knowledge and skills,noble instructors who are good models, balanced number of instructors to students, international courses and/or research in association with leading university in other countries 2. Performance, which consists of: qualified graduates inquired by employers and holding high employment rate, academic achievement or researches being publicized broad , academic achievement or researches being useful to the society, academic achievement or researches being often cited,stable and continuous growth of the university, university potential to compete with internationally, successful alumni being socially acclaimed ,university with both good and intelligent students and academic staffs,ability to raise funds for researches or institution development , quality curriculum and university’s self-sufficiency. 3. Innovation, which consists of: initiative curriculums or instructions, creative academic achievements – useful and acceptable innovations or new technology ,holding ability to adapt to changes, advanced facilities, equipment, studios and workshop rooms, leadership for academic and researches 4. Workplace, which consists of: modern, clean, and safe landscape and environment,good atmosphere suitable for learning, library or academic data base for research and learning, university valuing art works and using them to create learning atmosphere, intelligence, tastes, and worth, proper payment or welfare for personnel, fair career path for employee.

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