특성화고등학교의 교육품질이 학교브랜드이미지에 미치는 영향

Abstract

This study analyzed relations between school brand images that would become important variables in selecting schools by preliminary high school students and the school education quality for strengthening competitiveness of specialized high schools. And then the study aims at preparing for a part of reinforcing methods on educational organization’s competitiveness through enhancing school brand images afterwards while focusing on whether improvements of the education quality could enhance school brand images. A questionnaire was carried out on the education quality and school brand images by objecting to 5 specialized high schools located in Gyeonggi, North Chungcheong, and North Gyeongsang Provinces, and results of doing t-test and multiple regression analysis with SPSS WIN 12.0 were same as followings. First, it could be known that schoolboys were more sensitive than schoolgirls to school brand images as the result of t-test, and students who were hoping university entrances showed higher evaluations on the education service quality than students who wanted employments. Second, as the result of doing multiple regression analysis, the education quality was appeared as affecting positive (+) influences to school brand images. Besides, the education service quality and education environmental quality were looked like affecting positive (+) influences to school brand images all together as the result of analyzing affected influences to school brand images after classifying the education quality into education service quality and education environmental quality. Therefore, specialized high schools could give helps to competitiveness’s reinforcements by enhancing school brand images through sustaining and improving efforts on the education service quality and education environmental quality.