Factors influencing the image of higher education institutions

Authors

DOI:

https://doi.org/10.31498/2225-6725.1(39).2024.312523

Keywords:

education, expectations, logistic regression, quality, image;, brand

Abstract

This article investigates the multifaceted factors that influence the public image of higher education institutions (HEIs) and evaluates their impact on stakeholders, including students, faculty, and policymakers. Employing logistic regression methods, the study integrates quantitative survey data from prospective and current students across various universities with qualitative insights. The analysis identifies several key aspects shaping perceptions of HEIs, including academic quality, graduate employability, campus facilities, and social responsibility.

The findings reveal that initial university expectations strongly correlate with confidence in future career prospects. Notably, confidence in one's future career plays an increasingly significant role in shaping the image of the university. The study also explores the influence of these perceptions on student enrollment decisions, faculty recruitment, and funding opportunities.

Based on these findings, the article proposes a strategic framework for HEIs seeking to enhance their public image within a competitive educational landscape. This framework emphasizes the importance of a holistic approach that aligns academic excellence with social and digital engagement strategies.

The results of this research contribute to existing literature on higher education marketing and offer practical implications for HEI administrators aiming to navigate the complexities of institutional branding and reputation management.

References

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  19. Arpan, L. M., Raney, A. A., & Zivnuska, S. (2003). A cognitive approach to understanding university image. Corporate Communications: An International Journal, 8(2), 97–113.
  20. Alves, H., & Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73–85.
  21. Alemu, A. M., & Cordier, J. (2017). Factors influencing international student satisfaction in Korean universities. International Journal of Educational Development, 57(2017), 54–64.
  22. Butt, B. Z., & Rehman, K. (2010). A study examining the students’ satisfaction in higher education. Procedia-Social and Behavioral Sciences, 2(2), 5446–5450.
  23. Duarte, P. O., Alves, H. B., & Raposo, M. B. (2010). Understanding university image: A structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21–36.
  24. Gafoor, K. A., & Ashraf, P. M. (2012). Contextual influences on sources of academic self-efficacy: A validation with secondary school students of Kerala. Asia Pacific Education Review, 13(4), 607–616.
  25. Gujarati, D. N. (2004), “Basic Econometrics”, 4th Edition, The McGraw-Hill Companies.
  26. Malinen, O.-P., & Savolainen, H. (2016). The effect of perceived school climate and teacher efficacy in behavior management on job satisfaction and burnout: A longitudinal study. Teaching and Teacher Education, 60, 144–152
  27. Mattah, P. A. D., Kwarteng, A. J., & Mensah, J. (2018). Indicators of service quality and satisfaction among graduating students of a higher education institution (HEI) in Ghana. Higher Education Evaluation and Development, 12(1), 36–52.
  28. Helgesen, Ø., & Nesset, E. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university college. Corporate Reputation Review, 10(1), 38–59. https://doi.org/https://doi.org/10.1057/palgrave.crr.1550037
  29. Patlán Pérez, J., & Martínez Torres, E. (2017). Evaluation of the organizational image of a university in a higher education institution. Contaduría y Administración, 62(1), 123–140. https://doi.org/https://doi.org/10.1016/j.cya.2016.01.007
  30. Paden, N., & Stell, R. (2006). Branding options for distance learning programs: Managing the effect on university image. International Journal of Instructional Technology and Distance Learning, 3(8), 45–54
  31. Prasad, R. K., & Jha, M. K. (2013). Quality measures in higher education: A review and conceptual model. Journal of Research in Business and Management, 1(3), 23–40. ISSN (Online): 2347-3002.
  32. Scoulas, J. M., & De Groote, S. L. (2019). The library’s impact on university students’ academic success and learning. Evidence Based Library and Information Practice, 14(3), 2–27.
  33. Trivedi, D., & Bhatt, A. (2020). Assessment of e-service quality in academic libraries: Models & innovative practice. The Role of Library and Information Services in the New Millennium: Proceeding of National Conference 2019, Ahmedabad, India.
  34. Yang, Z., Becerik-Gerber, B., & Mino, L. (2013). A study on student perceptions of higher education classrooms: Impact of classroom attributes on student satisfaction and performance. Building and Environment, 70(2013), 171–188.

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Published

2024-05-30

How to Cite

anzakov, B., & Ubaydullayev, U. (2024). Factors influencing the image of higher education institutions. REPORTER OF THE PRIAZOVSKYI STATE TECHNICAL UNIVERSITY Section: Economic Sciences, (1(39), 55–65. https://doi.org/10.31498/2225-6725.1(39).2024.312523

Issue

No. 1(39) (2024): REPORTER OF THE PRIAZOVSKYI STATE TECHNICAL UNIVERSITY Section: Economic sciences

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