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Evaluation of the organizational image of a university in a higher education institution

Author

Listed:
  • Juana Patlán Pérez

    (Universidad Nacional Autónoma de México, Mexico)

  • Edgar Martínez Torres

    (Universidad Autónoma del Estado de Hidalgo, Mexico)

Abstract

Organizational image is an important issue for many institutions of higher education by being immersed in a competitive environment that requires higher quality of educational services. The objective of this research is to evaluate the organizational image of an institution of higher education. For this purpose, an investigation was conducted. The stages of this research were: translation-retranslation of the original scale of organizational image; integration of scale items using a semantic differential response scale type; piloting of the scale with a sample of 226 teachers and 541 students of Autonomous University of Hidalgo State; determination of the psychometric properties of the scale (construct validity and reliability, and correlations between the factors of scale), descriptive statistics of the scale and comparative analysis. The results indicate that the organizational image scale adapted to Mexican population has adequate psychometric properties to assess this construct. In addition, we identified significant differences of the organizational image in each institute of the IES evaluated.

Suggested Citation

  • Juana Patlán Pérez & Edgar Martínez Torres, 2017. "Evaluation of the organizational image of a university in a higher education institution," Contaduría y Administración, Accounting and Management, vol. 62(1), pages 123-140, Enero-Mar.
    • Handle: RePEc:nax:conyad:v:62:y:2017:i:1:p:123-140
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    File URL: http://www.cya.unam.mx/index.php/cya/article/view/1348
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    References listed on IDEAS

    as
    1. Olivier Herrbach & Karim Mignonac, 2004. "How Organizational Image Affects Employee Attitudes," Post-Print halshs-00006024, HAL.
    2. Chung-Fah Huang & Ho-Chi Lien, 2012. "An empirical analysis of the influences of corporate social responsibility on organizational performance of Taiwan’s construction industry: using corporate image as a mediator," Construction Management and Economics, Taylor & Francis Journals, vol. 30(4), pages 263-275, February.
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    Cited by:

    1. Rima Charbaji El-Kassem & Abdellatif Sellami & Elmogiera Fadlallh Elsaye Elawad, 2018. "Antecedents and consequences of perceived student employability in Qatar: parental perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 575-589, December.
    2. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    3. Bram Roosens & Nathalie Dens & Annouk Lievens, 2019. "Effects Of Partners’ Communications On Consumer Perceptions Of Joint Innovation Efforts," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(08), pages 1-26, December.
    4. Katie Angliss, 2022. "An Alternative Approach to Measuring University Reputation," Corporate Reputation Review, Palgrave Macmillan, vol. 25(1), pages 33-49, February.

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    More about this item

    Keywords

    Image; Organizational image; University organizational image;
    All these keywords.

    JEL classification:

    • I23 - Health, Education, and Welfare - - Education - - - Higher Education; Research Institutions
    • C38 - Mathematical and Quantitative Methods - - Multiple or Simultaneous Equation Models; Multiple Variables - - - Classification Methdos; Cluster Analysis; Principal Components; Factor Analysis
    • J24 - Labor and Demographic Economics - - Demand and Supply of Labor - - - Human Capital; Skills; Occupational Choice; Labor Productivity
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation

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