An Ampirical Study of Influencing The University Image Factors: An Example of Cumhuriyet University

Özet

The developments in today's competitive environment have affected the education sector as well as in every sector. The education sector is a major participant in the national and economic development of the service sector and is considered a building block. The quality of education is a challenge for universities and is endeavoring to win the satisfaction of many university students around the world. Like any institution, educational institutions must also have a strong image for this purpose in order to survive in today's competitive market. In this context, the aim of this study is to determine the factors affecting the image of Cumhuriyet University and to show the effect of the students' service quality, student satisfaction and marketing of their word of mouth on university image formation. Within this scope, 326 students who are studying at Cumhuriyet University have applied a face to face questionnaire. The questionnaire required for the study was prepared using the scale developed by Khalifa and Mahmoud (2015). Regression analysis was performed on the obtained data and it was determined that the most important factor affecting the image of Cumhuriyet University’s from the subordinate elements of word of mouth marketing and then the satisfaction and service quality respectively. In addition, the result is that students who are satisfied with the university tend to share their feelings with colleagues and other colleagues.