Students’ Perception as a Customer Concept on University Image

Abstract

Due to the increasing of number of universities in Thailand might lead to high competitive environment. Therefore, the university image and brand play an important role for student's intention to study at each university. This research aims to identify the factors that influence an individual's perception on image and brand at a practice engineering school. The sample group of 420 high school students who applied for technological university was collected. The descriptive statistics and factor analysis were used to examine the students' perception on university image. The results showed that students' perception on image can be categorized into 3 factors: external characteristic factor, emotional factor and taste and intention Factor.