REPUTATION IN HIGHER EDUCATION: A LOOK AT THE UNIVERSITY THROUGH THE EYES OF THE PUBLIC

Yıl 2019, Cilt: 8 Sayı: 1, 90 - 111, 30.06.2019

Berat Çiçek , Vedat Almalı

Öz

In this study, how the universities
are perceived by the societies and the basic dynamics underlying this
perception were analyzed through the institutional reputation theory. For this
purpose, a quantitative study was carried out on Muş Alparslan University
(MSU). A survey study was conducted with MSU's external stakeholders to collect
data. It was aimed to reveal how the stakeholders perceive the university
according to the findings of the collected data. In this context, it was
concluded that the university has the highest reputation in terms of social
responsibility dimension which is one of the sub-dimensions of corporate
reputation and that its reputation in public is positive in general.

Anahtar Kelimeler

Corporate Reputation, Image, Higher Education, Universities

Proje Numarası

BAP-17-İİBF- 4901-12

YÜKSEKÖĞRETİMDE İTİBAR: HALKIN GÖZÜNDEN ÜNİVERSİTEYE BİR BAKIŞ

Öz

Kurumsal itibar bir kurumla ilgili insanların zihninde
oluşan olumlu veya olumsuz yargıların bütününü içermektedir. Bu çalışmada,
içinde bulundukları toplumun üniversiteleri nasıl algıladıkları ve bu algının
altında yatan temel dinamikler kurumsal itibar kuramı ile irdelenmeye
çalışılmıştır. Bu amaç doğrultusunda Muş Alparslan Üniversitesi (MŞÜ) özelinde
nicel bir araştırma gerçekleştirilmiştir. Araştırmaya veri toplamak için MŞÜ’nün
dış paydaşlarıyla bir anket çalışması uygulanmıştır. Araştırmada üniversitenin
paydaşları konumunda olan lise öğrencileri, özel sektör ve kamu çalışanları,
esnaflar gibi çeşitli çevreler örneklem olarak seçilmiştir. Toplanan verilerden
elde edilen bulgulara göre paydaşların üniversiteyi nasıl algıladıklarının
ortaya konulması amaçlanmıştır. Bu bağlamda üniversitenin, kurumsal itibarın
alt boyutlarından olan sosyal sorumluluk boyutu yönüyle en yüksek itibara sahip
olduğu ve genel anlamda halk nezdindeki itibarının olumlu olduğu sonucuna
ulaşılmıştır. 

Anahtar Kelimeler

Kurumsal İtibar, İmaj, Yükseköğretim, Üniversiteler

Destekleyen Kurum

Muş Alparslan Üniversitesi

Proje Numarası

BAP-17-İİBF- 4901-12

Teşekkür

Katkılarından ötürü Muş Alparslan Üniversitesi Bilimsel Araştırma Projeleri Koordinasyon Birimi'ne teşekkürlerimizi sunarız.

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