THE ORGANIZATIONAL IMAGE AFFECTING THE COMMITMENT OF TEACHERS AT AYUTTHAYA TECHNOLOGICAL COMMERCIAL COLLEGE

Abstract

 This research has the following objectives: 1) to study the perception level of organizational image of teachers at Ayutthaya Technological Commercial College, 2) to examine the level of organizational commitment among teachers at Ayutthaya Technological Commercial College, and 3) to analyze the organizational image affecting the commitment of teachers at Ayutthaya Technological Commercial College. Data were collected from a population of 83 teachers at Ayutthaya Technological Commercial College, using a questionnaire as a research tool. The statistical methods employed included frequency, percentage, mean, standard deviation, and stepwise multiple regression analysis. The results of this research revealed that: 1) the perception level of organizational image among teachers at Ayutthaya Technological Commercial College is high. When considering each aspect, it was found that the aspects with the highest average were reputation and credibility, personnel, and identity, respectively. 2) The level of organizational commitment among teachers at Ayutthaya Technological Commercial College is also high. The aspect with the highest average was found to be social norm, followed by continuity and feelings. 3) Results of stepwise multiple regression analysis on organizational image variables and teachers' organizational commitment at Ayutthaya Technological Commercial College indicated a statistically significant level of 0.05 (R² = .85). This demonstrates that 85 percent of the organization's image contributes to the organizational commitment of Ayutthaya Technological Commercial College teachers, with reputation and reliability having the highest impact. It has a multiple regression coefficient of .38 (B = .38) and standardized scores of .42 (β = .42). The identity aspect, with a multiple regression coefficient of .29 (B = .29) and standardized scores of .37 (β = .37), follows. Lastly, the personnel aspect shows a multiple regression coefficient of .19 (B = .19) and standardized scores of .22 (β = .22)