The study on the influence of the image of non-profit organization on the WOM :Using School of Continuing Education Chinese Culture University as an Exanple
Student:Hui-Chin Liu Advisor:Pro. Chien-Heng Chou
Chinese Culture University
ABSTRACT
Word-of-mouth is an influential key success factor of compa-nies. A company should manage it to sustain competitive advantage. The purpose of this study is to investigate the relationship between image of non-profit organizations and word-of-mouth.
Using the students of School of Continuing Education at Chinese Culture University as respondents, this study conducted a convenient sampling with a structured questionnaire. 200 questionnaires were distributed. All of the distributed questionnaires were returned and were verified to be valid. Research results show that the relationship between image of non-profit organizations and word-of-mouth is positive and significant, supporting the research hypothesis.
Managerial and theoretical implications are discussed. Future research suggestions are offered.
