NRCT's Local Handle System

Creator

100 ผู้แต่ง(บุคคล)	Warisara Klomtooksing

100 ผู้แต่ง(บุคคล)

Warisara Klomtooksing

Title

245 ชื่อเรื่อง	Structural Equation Modeling of Parent’s Electronic Word-of-Mouth in International Schools

245 ชื่อเรื่อง

Structural Equation Modeling of Parent’s Electronic Word-of-Mouth in International Schools

Contributor

700 ผู้แต่งร่วม (บุคคล)	Suthawan Chirapanda Sato

700 ผู้แต่งร่วม (บุคคล)

Suthawan Chirapanda Sato

Publication Information


ข้อมูลชุดที่ 1

260 สำนักพิมพ์	University of the Thai Chamber of Commerce
260 ปีที่พิมพ์	2024
773 ชื่อวารสาร	Journal of Family Business and Management Studies
773 ปีที่(Vol.)	16
773 ฉบับที่ (No.)	2
773 หน้าที่ (Page no.)	169-188

Keywords

650 หัวเรื่อง	Discretionary Accruals
650 หัวเรื่อง	Earnings Management
650 หัวเรื่อง	Economic disclosures
650 หัวเรื่อง	Environmental disclosures
650 หัวเรื่อง	Social disclosureElectronic Word-of-Mouth (eWOM)
650 หัวเรื่อง	School Marketing Mix
650 หัวเรื่อง	School Educational Quality
650 หัวเรื่อง	chool Electronic Word-of-Mouth (eWOM)
650 หัวเรื่อง	School Marketing Mix
650 หัวเรื่อง	School Educational Quality
650 หัวเรื่อง	School Image
650 หัวเรื่อง	Parental Satisfaction

URL Digital File

505 Uniform Resource Identifier	https://www.fbmsjournal.com/wp-content/uploads/2024/08/09_User-78_STRUCTURAL-EQUATION-MODELING-OF-PARENTS-ELECTRONIC-WORD-OF-MOUTH-IN-INTERNATIONAL-SCHOOLS.pdf

505 Uniform Resource Identifier

https://www.fbmsjournal.com/wp-content/uploads/2024/08/09_User-78_STRUCTURAL-EQUATION-MODELING-OF-PARENTS-ELECTRONIC-WORD-OF-MOUTH-IN-INTERNATIONAL-SCHOOLS.pdf

URL Website

856 Link text	www.fbmsjournal.com

856 Link text

www.fbmsjournal.com

Website title

856 Name of location of host	fbmsjournal

856 Name of location of host

fbmsjournal

ISSN

022 International Standard Serial Number	2821-9643(online)

022 International Standard Serial Number

2821-9643(online)

abstract

520 สาระสังเขป	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.

520 สาระสังเขป

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.