Approaches to Developing the Corporate Image for Schools Under the Bangkok Metropolitan Administration, Thailand

Abstract

This study aimed to 1) examine the needs regarding the corporate image of schools under the Bangkok Metropolitan Administration (BMA)and 2) identify the approaches to developing the corporate image for BMA schools. A mixed-methods research approach was used and divided into two phases. Phase 1 examined corporate image needs using quantitative research. The sample consisted of 370 government teachers under the BMA, selected through multistage sampling. Data were analysed using descriptive statistics and the modified Priority Needs Index (PNI modified). Phase 2identifiedapproaches to developing the corporate image through semi-structured interviews with nine participants, including senior executives from the Department of Education, district education officers, school directors, and educational administration specialists. Content analysis was also The research findings revealed that 1) the overall needs regarding the corporate image of schools were at a high to the highest level, with services showing the highest need, followed by reputation, physical environment and atmosphere, and personnel, respectively; and2) the approaches to developing the corporate image for schools were as follows: Reputation included Quality Education and Communication and Public Relations; Physical Environment and Atmosphere included Organizational Culture and Modern Facilities and Advanced Technology; Services included Excellence in Service; and Personnel included professional conduct and ethics and school leadership. Based on these findings, future research should investigate the implementation of corporate image development guidelines across different types of BMA schools, particularly accounting for differences in school size, district characteristics, and educational management models. Additionally, the long-term impact on efficiency and stakeholder satisfaction should be examined.