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The Antecedents Affecting University Reputation and Student Satisfaction: A Study in Higher Education Context

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Abstract

This study aimed to identify the variables that influence the reputation of universities and student satisfaction, which in turn affects the loyalty of students of higher education. The study uses a convenience sampling technique to collect data from 387 students of higher education institutions of Pakistan. Data analysis was done using SmartPLS software. Findings indicate that social contributions, research and development, and university service quality significantly affect university reputation and student satisfaction. However, environment, student guidance, and university trust significantly affect university reputation, while leadership and university heritage significantly affect student satisfaction. Moreover, university reputation does not directly influence the level of satisfaction of students. Furthermore, university reputation mediates the relation among social contributions, environment, research and development, student guidance, university heritage, university trustworthiness, and satisfaction of students. Also, findings show that student satisfaction demonstrates a significant influence on loyalty. The administrators of the university should pay more attention to developing policies regarding communication and management. Moreover, for managers responsible for developing the university brand image, they must remain transparent in developing a university’s sincere image. The study findings provide a basis for university decision-making to students. It implies that universities must strive to build their reputation to satisfy students’ perceptions and develop a competitive advantage to survive in the competitive educational market.

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Author information

Authors and Affiliations

  1. President, Pink Pakistan Trust, Karachi, 75300, Pakistan

    Zubaida Qazi

  2. Department of Education and Learning Sciences, IQRA University, Karachi, 75300, Pakistan

    Wasim Qazi

  3. Department of Business Administration, IQRA University, Karachi, 75300, Pakistan

    Syed Ali Raza & Sara Qamar Yousufi

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  1. Zubaida Qazi
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  2. Wasim Qazi
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Correspondence to Syed Ali Raza.

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Appendices

Appendix 1: Measurement variables

Constructs

Meaning

Social contributions (SCN)

An institute’s vision of ethical contribution and responsibility, which includes how much of an impact it will have on society as an organization that meets expectations throughout time

Environment (EN)

The academic conditions that influence the development of students and lecturers, either directly or indirectly

Leadership (LE)

It refers to the university having a defined strategy for development, demonstrating competence, and being well-organized. It can be depicted through quality of educational resources, responsibilities in the form of multiple assessments during the academic year, and the academic staff who provides these materials

Research & development (RD)

RD can be defined as an industrial linkage to the university in the form of key projects, as evidenced in academic publications

Student guidance (SG)

An advice received from guidance counselor as well as an individual appraising the university based on their knowledge and available information

University heritage (UH)

University’s identity is found in its track record, durability, fundamental values, usage of symbols, and, most importantly, the organizational belief in the importance of its history

University trustworthiness (UT)

The students belief that the administration, faculty, and staff will meet or exceed their expectations

university service quality (USQ)

The assessment of the overall excellence or superiority of the service experienced by students

University reputation (UR)

The vision, representation, or impression that people have of a university based on information or data gained through interaction with the university’s elements or components

Student satisfaction (SS)

A short-term attitude based on an assessment of student’s educational experience, services, and facilities provided to them

Student loyalty (SL)

Students’ willingness to provide positive feedback about their institution and to suggest it to others, including friends, family, employers, and organizations

Appendix 2: Measurement items

Constructs

Items

Scale

Social contributions (SCN) (Khoi 2020)

SCN1: This university has a positive influence on society

SCN2: This university is committed and involved in community services

SCN3: Graduates from this university are well equipped for the workplace

SCN4: This university name positively influences the value of my degree

SCN5: During my time at the university, I have learned how to be more adaptable

1 = Strongly disagree/7 = strongly agree

Environment (EN) (Khoi 2020)

EN1: This university is internationally renowned

EN2: This university is a safe place to study

EN3: The university’s physical facilities are visually appealing

EN4: The physical environment of the university is pleasant

EN5: This university provides up-to-date university equipment

1 = Strongly disagree/7 = strongly agree

Leadership (LE) (Khoi 2020)

LE1: The lecturers stimulated my interest in my course

LE2: This university employs prestigious professors

LE3: This university has a clear vision for development

LE4: Courses are designed in this university to make use of the latest technology

LE5: This university provides the support I need to help me succeed academically

1 = Strongly disagree/7 = strongly agree

Research & development (RD) (Khoi 2020)

RD1: This university follows technological trends in conveying knowledge

RD2: This university takes part in key national projects

RD3: This university is innovative in its publications

RD4: Labs equipment is in good working condition and properly maintained

RD5: The library is provided with up-to-date books and sources

1 = Strongly disagree/7 = strongly agree

Student guidance (SG) (Khoi 2020)

SG1: The university is well-liked or admired by friends and family

SG2: Our guardians understand my needs

SG3: Our guardians provide the support to help the student succeed academically

SG4: My friends, relatives, or siblings attended this university

SG5: Our guardians care about their wards experience as a student

1 = Strongly disagree/7 = strongly agree

University heritage (UH) (Panda et al. 2019)

UH1: This university is a grand institution in itself

UH2: This university has been around for a long time

UH3: This university has heritage

1 = Strongly disagree/7 = strongly agree

University trustworthiness (UT) (Panda et al. 2019)

UT1: This university faculty is caring

UT2: This university staff is caring

UT3: This university staff is competent

UT4: This university staff is reliable

UT5: This university faculty is reliable

UT6: This university faculty is competent

1 = Strongly disagree/7 = strongly agree

University service quality (USQ) (Panda et al. 2019)

USQ1: This university administration has students’ best interests at heart

USQ2: This university administration offers prompt service

USQ3: This university administration is responsive to your needs

USQ4: This university staff has students’ best interests at heart

USQ5: This university staff understands the basic needs of students

1 = Strongly disagree/7 = strongly agree

University reputation (UR) (Panda et al. 2019)

UR1: This university has good prestige within the community

UR2: This university is a well-respected one

UR3: This university’s reputation positively influences the value of my degree

UR4: This university has many achievements

UR5: This university has high academic standards

1 = Strongly disagree/7 = strongly agree

Student satisfaction (SS) (Panda et al. 2019)

SS1: If I had to do it all over again, I would enroll in this university

SS2: I did the right thing to enroll in this university

SS3: I am satisfied about my decision to attend this university

SS4: My choice to enroll in this university was wise

SS5: I would encourage prospective students to attend this university

SS6: I would recommend this university to others

1 = Strongly disagree/7 = strongly agree

Student loyalty (SL) (Martha-Martha & Priyono 2018)

SL1: This university gives a positive impression to me

SL2: I will recommend this university to friends and family members

SL3: I feel proud to be associated with the university’s activities

SL4: I have no intention of moving to another university

SL5: I consider this university as my first choice

1 = Strongly disagree/7 = strongly agree

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Qazi, Z., Qazi, W., Raza, S.A. et al. The Antecedents Affecting University Reputation and Student Satisfaction: A Study in Higher Education Context. Corp Reputation Rev 25, 253–271 (2022). https://doi.org/10.1057/s41299-021-00126-4

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