Abstract:StudentsBrand Image.
A B S T R A C TThis work focuses on the study of the universities image with the aim of explaining the components of image and attributes of student satisfaction. Our study investigates the relationships between the different components of the university image and to what extent they may affect the students' satisfaction.Hypotheses were drawn setting the relationships between the affective, cognitive and overall image in relation with satisfaction. The results of the empirical work carried… Show more
“…William and Moffit [57] stated in their study that perceived image has a large and determining effect on the members of institution. Azoury, Daou and Khoury [9] put forward that history and prestige of university, student life, class and cost-quality balance are the factors that create university image. Wilkins and Huisman [58] studied university image in terms of campus opportunities, communication and education fees variables.…”
The purpose of this study is to determine the level of relation between pre-service teachers' university image perception and student loyalty. This research is designed as correlational survey model. University image scale and student loyalty scale are used in this study. Study group consists of 419 pre-service teachers studying at a state university in Turkey who were determined by simple random sampling method. The relations between student loyalty and university image are examined by Pearson correlation coefficients. Structural equation model is constituted to determine whether pre-service teachers' university image perceptions predict university loyalty. According to the descriptive analysis result, pre-service teachers' university image perception related to their universities is at highest level towards quality image and at lowest level towards pleasure image. Besides, among pre-service teachers' student loyalty levels, identification dimension has the highest level compared with self-commitment and determination dimensions. According to the correlation analysis among research variables, moderate level and positive relations are determined among university image perception and student loyalty variables. Path analysis results explain that university image significantly predicts organizational identification, determination and commitment dimensions of student loyalty: the most predicted dimension is commitment and the lowest predicted dimension is organizational identification.
“…William and Moffit [57] stated in their study that perceived image has a large and determining effect on the members of institution. Azoury, Daou and Khoury [9] put forward that history and prestige of university, student life, class and cost-quality balance are the factors that create university image. Wilkins and Huisman [58] studied university image in terms of campus opportunities, communication and education fees variables.…”
The purpose of this study is to determine the level of relation between pre-service teachers' university image perception and student loyalty. This research is designed as correlational survey model. University image scale and student loyalty scale are used in this study. Study group consists of 419 pre-service teachers studying at a state university in Turkey who were determined by simple random sampling method. The relations between student loyalty and university image are examined by Pearson correlation coefficients. Structural equation model is constituted to determine whether pre-service teachers' university image perceptions predict university loyalty. According to the descriptive analysis result, pre-service teachers' university image perception related to their universities is at highest level towards quality image and at lowest level towards pleasure image. Besides, among pre-service teachers' student loyalty levels, identification dimension has the highest level compared with self-commitment and determination dimensions. According to the correlation analysis among research variables, moderate level and positive relations are determined among university image perception and student loyalty variables. Path analysis results explain that university image significantly predicts organizational identification, determination and commitment dimensions of student loyalty: the most predicted dimension is commitment and the lowest predicted dimension is organizational identification.
“…The relationship between service quality and corporate image has attracted significant scholarly interest. Many scholars have indicated the existence of a rigorous relationship between the two variables in the services sector (e.g., Herstein, Mitki, & Jaffe, ; Nguyen & Leblanc, ; Wu, ; Zameer, Tara, Kausar, & Mohsin, ), and specifically in the Higher Education sector (e.g., Jiewanto, Laurens, & Nelloh, ; Luque‐Martínez & Del Barrio‐García, ) and in the Middle East tertiary education sector (e.g., Azoury, Daou, & El Khoury, ). In light of the findings within the extant studies, we offer the following hypotheses: Hypothesis 4 .…”
Section: Conceptual Model and Hypothesesmentioning
confidence: 99%
“…Previous studies failed to establish a direct relationship between university image and student satisfaction (Jiewanto et al, ). Other studies examined university image as an antecedent to student satisfaction (Alves & Raposo, ; Azoury et al, ). However, we argue that a satisfied student is likely to develop a positive personalised university image.…”
Section: Conceptual Model and Hypothesesmentioning
This study examines and compares word of mouth (WOM) behaviour among university students in Syria. To date, little is known about this important phenomenon which is surprising given the deregulated education market in Syria that allows for private universities to compete for students alongside public universities. Using a mixed methods research design and structural equation modelling, our results show faculty individualised attention and student satisfaction were found to be positively related to university image. Further, student satisfaction and university image were found to be direct sources of students’ positive WOM behaviour. We found a moderating effect of university ownership type on university image. Interestingly, we identified six themes showing how support staff empathy could be seen as a source of low student satisfaction. These were defined as deception/credibility/soft‐soapers/suspiciousness: when support staff coax something out of students; confusion/role conflict: resulting from the diverse roles played by support staff while interacting with students; unfairness: when a student notices discrimination in the level of empathy between their peers; privacy: when support staff empathy can be perceived as a kind of intrusion; self‐congratulatory: when a support staff member shows off or praises their empathy; and support staff/student ratio: when this ratio is seen to be small, the empathy effect reverses.
“…In their research with Spanish university students, Palacio, Meneses, and Perez (2002) suggest that the global image is composed of interrelated cognitive and affective aspects and determines user satisfaction with such institutions. Such thinking is corroborated by Azoury et al (2014), who argue that different components compose the corporate image; the affective aspect of the image is associated with the cognitive; and the affective component has the greatest effect on an institution's global image.…”
Technological advances are generating a significant increase in the supply of distance learning (DL) courses via the Internet, increasing the importance of this type of education for the university's structure. This article identifies factors associated with perceptions of the public higher education institutions' image from the perspective of DL students. This is a field study that is exploratory, descriptive and quantitative in nature. The units of analysis are institutions in the Higher Education Distance Learning Centre of the state of Rio de Janeiro (Centro de Educacao Superior a Distancia do Estado do Rio de Janeiro -CEDERJ) consortium that offer undergraduate courses, and the observation units are students enrolled in the Sao Fidelis Centre (Polo de Sao Fidelis). The data were collected by means of a survey, then tabulated and analyzed using the SPSS program. The results indicate that the image is a snapshot, generated from the current stimuli projected by the organization and translated by the public, based on relevant cognitive and affective aspects, according to the individual's manner of observing the environment. The study demonstrates the multidimensionality of the image and that the studied institutions' global image is associated most strongly with their affective image. Furthermore, the results show that the amount of time that a member of the public interacts with an organisation does not affect her perception of that organization's image.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
