The Korea Local Administration Review

This study conducted a survey on Geumcheon-gu Office and Jung-gu Office in Seoul to analyze the local residents’ image on the borough. This study applied the concept of schema to identify the subcomponent images of the two boroughs and conducted a comparative analysis on the borough. The analysis results were as follows. First, residents had more positive image on Geumcheon-gu than Jung-gu. In regard to sub-schema, Geumcheon-gu was dominant over Jung-gu in person, object, role, and self-schema excluding event schema. Although Jung-gu office had positive event schema, people had negative image in person and object schema and overall image was rated below average. Secondly, sub-schema and overall image were different based on social demographic factors such as age. As Jung-gu especially showed clear differences in sub-schema and overall image, careful and customized strategy is required in setting the goal for improving each schema in the environment investigative aspect of administrative promotion. Third, the person, object, and role schema had significant positive influence on the overall images of the two boroughs. The person schema had the biggest influence on the overall image of Geumcheon-gu and object schema had the biggest influence on the overall image of Jung-gu. In response, Geumcheon-gu office should establish new department in charge of events and support related organization. On contrary, Jung-gu office should re-establish slogan and goal while improving object schema through promotion. In addition, for core targets such as youth in 20s and low-income group, it is necessary to establish active administrative strategy such direct contact with resident for promoting borough and providing administrative service.

□ Keywords: Organization Image, Person Schema, Object Schema, Seoul Metropolitan City Boroughs