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Structural Equation Modeling of Parent’s Electronic Word-of-Mouth in International Schools |
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| รหัสดีโอไอ | |
| Creator | Warisara Klomtooksing |
| Title | Structural Equation Modeling of Parent’s Electronic Word-of-Mouth in International Schools |
| Contributor | Suthawan Chirapanda Sato |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2567 |
| Journal Title | Journal of Family Business and Management Studies |
| Journal Vol. | 16 |
| Journal No. | 2 |
| Page no. | 169-188 |
| Keyword | Discretionary Accruals, Earnings Management, Economic disclosures, Environmental disclosures, Social disclosureElectronic Word-of-Mouth (eWOM), School Marketing Mix, School Educational Quality, chool Electronic Word-of-Mouth (eWOM), School Marketing Mix, School Educational Quality, School Image, Parental Satisfaction |
| URL Website | www.fbmsjournal.com |
| Website title | fbmsjournal |
| ISSN | 2821-9643(online) |
| 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 investigate factors that can affect parent s eWOM and 2) to develop a new theoretical model to study parent s eWOM. The key concepts and theories are several literature reviews such as school marketing mix school educational quality school image and parental satisfaction. That confirmed the effect of eWOM. A quantitative study with a sample of 400 parents from 40 international schools teaching basic education in Bangkok through A 7-point estimation scale questionnaire. 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 s eWOM. |
