Relationships among school service qualities, innovation management and student retention via school image: The case of public junior-high schools in Taoyuan City, Taiwan

Hsiang-Hsi LIU, Hsiao-Hui CHENG


Abstract. This study investigates the causal relationships among service quality, innovation management, organization image, and student retention for public junior high schools. Empirical results indicate that school image mediates the relationships between the antecedents (school service quality and innovation management) and student retention, moreover the relationships between innovation management and student retention are much stronger in comparison. School service quality has a stronger direct effect on student retention than through school image. Regarding innovation management, the indirect through school image is stronger than the direct effect to student retention.

Keywords. Market orientation, School service qualities, School innovation management, School image, School student retention, Recursive model.

JEL. A21, I20, O30.


Market orientation, School service qualities; School innovation management, School image; School student retention; Recursive model.

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