ตัวชี้วัดความมีชื่อเสียงของมหาวิทยาลัยด้านการสื่อสารในประเทศจีน

Abstract

The objectives of this research were 1) to study the development of communication universities in China. 2) to identify the indicators for reputation measurement of the universities perceived by the universities stakeholder (executive, teacher, staff, student and employer). 3) to identify the indicators for reputation measurement of the universities perceived by the general public. The study applied both qualitative and quantitative research. The qualitative research was conducted by in-depth interview with 3 public relations executives from 3 communication universities. This research was also conducted in a quantitative manner by doing a survey relatively in 2 groups of 600 samples: the stakeholder and general public. The statistics employed in this study are arithmetic mean standard deviation and independent sample T-test.

The qualitative study showed that the corporate indicators of 3 communication universities of China comprised 7 factors and 26 attributes. And the quantitative shows that university stakeholder and their students put the corporate reputation indicators into the following orders: (1) Product and Service (2) Leadership (3) Innovation (4) Workplace (5) Performance (6) Governances (7) Citizenship The general public put the corporate reputation indicators into the following orders: (1) Product and Service (2) Innovation (3) Workplace (4) Leadership (5) Performance (6) Governances (7) Citizenship