Brand Trust, Perceived Quality, and Parental Decision-Making: A Study of International School Selection in Chiang Mai

Abstract

Background and Aim: This research investigates the factors influencing parents' decision-making process when choosing international schools in Chiang Mai Province, Thailand. With the increasing popularity of international education in Thailand, understanding the key determinants of school choice is crucial for both parents and educational institutions. This study focuses on the impact of brand trust and perceived brand quality on parental decision-making, aiming to provide valuable insights for school operators and stakeholders to develop competitive strategies and enhance educational services. Materials and Methods: The study employs a quantitative research design with a convenience sampling technique. Data is collected from parents of children attending or considering 21 international schools in Chiang Mai through a structured online questionnaire. The questionnaire assesses brand trust, perceived brand quality, and their influence on the school choice decision-making process. Multiple regression analysis is used to examine the relationships between these variables. Results: The findings reveal that both brand trust and perceived brand quality significantly influence parental decision-making. Brand trust emerges as the strongest predictor, indicating that parents prioritize the credibility and reputation of international schools. Perceived brand quality also plays a crucial role, as parents associate high-quality brands with superior educational outcomes. The study demonstrates that these two factors collectively account for a substantial portion of the variance in parental choices. Conclusion: This research confirms the importance of brand management for international schools in Chiang Mai Province. By focusing on building brand trust and enhancing perceived brand quality, schools can effectively attract and retain students. The study's findings offer valuable guidance for school administrators and marketers in developing targeted strategies to meet the evolving needs and expectations of parents in the international education market.