Abstract
The aim of this research is to examine the factors that influence parental perceptions of the image of Qatar’s national university, Qatar University. The study builds on relevant scholarship on perceptions of organizational image and explores institutional image perceptions in the State of Qatar. Based on data collected from a sample of 256 Qatari parents, this study uses factor analysis in order to identify the variables that influence parental perceptions of Qatar University. The findings of this study indicate that the way parents perceive Qatar University is determined by three main factors: the institution’s educational standards, the facilities and extracurricular activities provided, and graduates’ employability. The paper concludes with recommendations for institutional policy and future research.
Similar content being viewed by others
References
Akareem, H. S., & Hossain, S. S. (2016). Determinants of education quality: What makes students’ perception different? Open Review of Educational Research, 3(1), 52–67. https://doi.org/10.1080/23265507.2016.1155167.
Al-Ali, M. S., Sellami, A. L., Elmaghraby, E., & Alqassass, H. (2018). Determinants of college and university choice for high-school students in Qatar. International Journal of Higher Education, 7(3), 1–15. Retrieved from. https://doi.org/10.5430/ijhe.v7n3p1.
Andreasen, A. R., Kotler, P., & Parker, D. (2008). Strategic marketing for nonprofit organizations (pp. 44–53). Upper Saddle River: Pearson/Prentice Hall.
Asia Development Bank. (2008). Education and skills: Strategies for accelerated development in Asia and Pacific. Asian Development Bank.
Autor, D. A. (2014). Skills, education, and the rise of earnings inequality among the “other 99 percent”. Science, 344(6186), 843–8551. Retrieved from. https://doi.org/10.1126/science.1251868.
Azoury, N., Daou, L., & Khoury, C. E. (2014). University image and its relationship to student satisfaction-case of the middle eastern private business schools. International Strategic Management Review, 2(1), 1–8. Retrieved from. https://doi.org/10.1016/j.ism.2014.07.001.
Balyer, A., & Gunduz, Y. (2012). Effects of structured extracurricular facilities on students’ academic and social development. Procedia-Social and Behavioral Sciences, 46, 4803–4807. Retrieved from. https://doi.org/10.1016/j.sbspro.2012.06.338.
Barnett, R. (2011). The marketised university: Defending the indefensible. In M. Molesworth, R. Scullion, & E. Nixon (Eds.), The marketisation of higher education and the student as consumer (pp. 39–51). New York: Routledge.
Beaugrand, C. (2006). Nationality and migrations control in the Gulf countries. INAMO, 47, 10–14 Retrieved from https://halshs.archives-ouvertes.fr/halshs-00511953/document. Accessed 7 Nov 2018.
Bock, D. E., Poole, S. M., & Joseph, M. (2014). Does branding impact student recruitment: A critical evaluation. Journal of Marketing for Higher Education, 24(1), 11–21. Retrieved from. https://doi.org/10.1080/08841241.2014.908454.
Breen, R., van de Werfhorst, H. G., & Jæger, M. M. (2014). Deciding under doubt: A theory of risk aversion, time discounting preferences, and educational decision-making. European Sociological Review, 30(2), 258–270. Retrieved from. https://doi.org/10.1093/esr/jcu039.
Briggs, S. (2006). An exploratory study of the factors influencing undergraduate student choice: The case of higher education in Scotland. Studies in Higher Education, 31(6), 705–722. Retrieved from. https://doi.org/10.1080/03075070601004333.
Cai, L. (2013). Potential applications of latent variable modeling for the psychometrics of medical simulation. Military Medicine, 178(suppl_10), 115–120.
Carrico, B. A. (2016). The Effects of Students' Perceptions of Campus Safety and Security on Student Enrollment. Marshall University. Theses, Dissertations and Capstones. Paper 1006.
Cornelissen, J., & Thorpe, R. (2002). Measuring a business school’s reputation: Perspectives, problems and prospects. European Management Journal, 20(2), 172–178. Retrieved from. https://doi.org/10.1016/S0263-2373(02)00027-0.
Davignon, P. (2016). Factors influencing college choice and satisfaction among students at Christian colleges and universities. Religion & Education, 43(1), 77–94. Retrieved from. https://doi.org/10.1080/15507394.2015.1090811.
Deehring, M. (2016). The push for practical legal skills education in Qatar: Results from an externship program. International Review of Law. Retrieved from https://qspace.qu.edu.qa/bitstream/handle/10576/5406/H08-010-002-2016.pdf?sequence=2&isAllowed=y. Accessed 7 Nov 2018.
Dhand, N. K., & Khatkar, M. S. (2014). Statulator: an online statistical calculator. Sample Size Calculator for Comparing Two Paired Means. http://statulator.com/SampleSize/ss1P.html. Accessed 10 April 2018).
Dodge, Y. (Ed.). (2006). The Oxford dictionary of statistical terms. Oxford University Press on Demand.
Drewes, T., & Michael, C. (2006). How do students choose a university? An analysis of applications to universities in Ontario, Canada. Research in Higher Education, 47(7), 781–800. Retrieved from. https://doi.org/10.1007/s11162-006-9015-6.
Drydakis, N. (2015). Economics applicants in the UK labour market: University reputation and employment outcomes. International Journal of Manpower, 36(3), 296–333. https://doi.org/10.1108/IJM-02-2014-0061.
Duarte, P. O., Alves, H. B., & Raposo, M. B. (2010). Understanding university image: A structural equation model approach. International Review on Public and Nonprofit Marketing, 7(1), 21–36. Retrieved from. https://doi.org/10.1007/s12208-009-0042-9.
Dunnett, A., Moorhouse, J., Walsh, C., & Barry, C. (2012). Choosing a university: A conjoint analysis of the impact of higher fees on students applying for university in 2012. Tertiary Education and Management, 18(3), 199–220. Retrieved from. https://doi.org/10.1080/13583883.2012.657228.
Fenández, C. G., & Trestini, K. M. O. (2012). Factores de la imagen institucional universitaria: Perspectiva desde un sector del público interno, personal administrativo. Revista Ingeniería Industrial, 11(2), 71–84.
Hanover Research (2014). Trends in higher education marketing, recruitment, and technology. Academy Administration Practice. Retrieved from: http://www.hanoverresearch.com/media/Trends-in-Higher-Education-Marketing-Recruitment-and-Technology-2.pdf. Accessed 8 March 2018.
Hanssen, T. E. S., & Solvoll, G. (2015). The importance of university facilities for student satisfaction at a Norwegian University. Facilities, 33(13/14), 744–759.
Hatch, M., & Schultz, M. (1997). Relations between organizational culture, identity and image. European Journal of Marketing, 31(5/6), 356–365.
Helgesen, Ø., & Nesset, E. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university college. Corporate Reputation Review, 10(1), 38–59. https://doi.org/10.1057/palgrave.crr.1550037.
Hodges, L (2013). Ambitious 10-years reforms raise standards at Qatar University. University World News. Issue No:296. Retrieved from http://www.universityworldnews.com/article.php?story=20131112153310725. Accessed 7 Nov 2018.
Holdsworth, D. K., & Nind, D. (2006). Choice modeling New Zealand high school seniors' preferences for university education. Journal of Marketing for Higher Education, 15(2), 81–102. https://doi.org/10.1300/J050v15n02_04.
Hoxby, C. M. (2009). The changing selectivity of American colleges. Journal of Economic Perspectives, 23(4), 95–118.
Ivy, J. (2001). Higher education institution image: A correspondence analysis approach. International Journal of Educational Management, 15(6), 276–282. Retrieved from. https://doi.org/10.1108/09513540110401484.
Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. Retrieved from. https://doi.org/10.1108/09513540810875635.
Jakobsen, M. (2010). Social effects of the educational revolution in Qatar: a gender perspective (Master's thesis, The University of Bergen). Retrieved from http://bora.uib.no/bitstream/handle/1956/7299/69631686.pdf?sequence=1. Accessed 7 Nov 2018.
Johnston, T. C. (2010). Who and what influences choice of university? Student and university perceptions. American Journal of Business Education, 3(10), 15–24. Retrieved from. https://doi.org/10.19030/ajbe.v3i10.484.
Joseph, M., Mullen, E. W., & Spake, D. (2012). University branding: Understanding students’ choice of an educational institution. Journal of Brand Management, 20(1), 1–12. Retrieved from. https://doi.org/10.1057/bm.2012.13.
Kinzie, J., Palmer, M., Hayek, J., Hossler, D., Jacob, S. A., & Cummings, H. (2004). Fifty years of college choice: Social, political and institutional influences on the decision-making process. New Agenda Series (volume 5, number 3). Lumina Foundation for Education. Indianapolis, In: Lumina Foundation for Education. Retrieved from https://www.luminafoundation.org/files/publications/Hossler.pdf. Accessed 7 Nov 2018.
Lievens, F., Hoye, G., & Schreurs, B. (2005). Examining the relationship between employer knowledge dimensions and organizational attractiveness: An application in a military context. Journal of Occupational and Organizational Psychology, 78(4), 553–572. Retrieved from. https://doi.org/10.1348/09631790X26688.
Lim, L., & Tan, J. (2010). The marketization of education in Singapore: Prospects for inclusive education. International Journal of Inclusive Education, 3(4), 339–351. Retrieved from. https://doi.org/10.1080/136031199284977.
Maheswari, V. (2016). A study on available academic and non academic facilities in higher education institutions, International Journal of Management Research & Review. Volume 6/Issue 11/Article No-6/1578–1584. ISSN: 2249–7196.
Mazzarol, T. W., Choo, S., & Nair, V. S. (2001). Australia and the Indian postgraduate science & technology market: Examining why Indian students choose to study in countries other than Australia. In Canberra. Australia: Australian Education International Department of Education, Training and Youth Affairs (DETYA).
McIntosh, C. N., Edwards, J. R., & Antonakis, J. (2014). Reflections on partial least squares path modeling. Organizational Research Methods 2014, 17(2), 210–251. https://doi.org/10.1177/1094428114529165.
Moogan, Y., & Baron, S. (2003). An analysis of student characteristics within the student decision making process. Journal of Further and Higher Education, 27(3), 271–287. Retrieved from. https://doi.org/10.1080/0309877032000098699.
Natale, S. M., & Doran, C. (2012). Marketization of education. Journal of Business Ethics, 105(2), 187–196. Retrieved from. https://doi.org/10.1007/s10551-011-0958-y.
Ng, I. C., & Forbes, J. (2009). Education as service: The understanding of university experience through the service logic. Journal of Marketing for Higher Education, 19(1), 38–64. Retrieved from. https://doi.org/10.1080/08841240902904703.
Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227–236.
Noel-Levitz. (2012). Why did they enroll? The factors influencing college choice. In National Research Report. Coralville, Iowa: Author Retrieved from https://www.ruffalonl.com/papers-research-higher-education-fundraising/2012/ug/2012-factors-to-enrollreport. Accessed 5 March 2018.
Oplatka, I. (2002). The emergence of educational marketing: Lessons from the experiences of Israeli principals. Comparative Education Review, 46(2), 211–233.
Pampaloni, A. M. (2010). The influence of organizational image on college selection: What students seek in institutions of higher education. Journal of Marketing for Higher Education, 20(1), 19–48. Retrieved from. https://doi.org/10.1080/08841241003788037.
Pérez, J. P., & Torres, E. M. (2017). Evaluation of the organizational image of a university in a higher education institution. Contaduría y Administración, 62(1), 123–140. Retrieved from. https://doi.org/10.1016/j.cya.2016.01.007.
Pinar, M., Trapp, P., Girard, T., & Boyt, T. E. (2011). Utilizing the brand ecosystem framework in designing branding strategies for higher education. International Journal of Educational Management, 25(7), 724–739.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88, 879–903. https://doi.org/10.1037/0021-9010.88.5.879.
Polat, S. (2011). The relationship between University Students’ Academic Achievement and Perceived Organizational Image. Educational Sciences: Theory and Practice, 11(1), 257–262.
Salaam, C. G. (2005). Parental perceptions of school quality: factors influencing African-American parents' satisfaction with the quality and operation of Clara Mohammed schools.
Sharrock, G. (2000). Why students are not (just) customers (and other reflections on life after George). Journal of Higher Education Policy and Management, 22(2), 149–164.
Stewart, M. S., & Good, A. G. (2016). Marketing, information, and parental choice: A comparative case study of third-party, federally funded out-of-school-time services. Peabody Journal of Education, 91(1), 100–120. Retrieved from. https://doi.org/10.1080/0161956X.2016.1119594.
UNESCO. (2018). In M. Martin (Ed.), Internal quality assurance: Enhancing higher education quality and graduate employability. France: International Institute for Educational Planning ISBN: 978-92-803-1415-1.
Vercruyssen, A., Wuyts, C., & Loosveldt, G. (2017). The effect of sociodemographic (mis) match between interviewers and respondents on unit and item nonresponse in Belgium. Social Science Research, 67, 229–238.
Vidalakis, C., Sun, M., & Papa, A. (2013). The quality and value of higher education facilities: A comparative study. Facilities, 31(11/12), 489–504. Retrieved from. https://doi.org/10.1108/F-10-2011-0087.
Vryonides, M., & Gouvias, D. (2012). Parents’ aspirations for their children's educational and occupational prospects in Greece: The role of social class. International Journal of Educational Research, 53, 319–329. https://doi.org/10.1016/j.ijer.2012.04.005.
Wazen, C. (2018), Qatar's universities on the march despite gulf turmoil, The World University Ranking. Retrieved from https://www.luminafoundation.org/files/publications/Hossler.pdf. Accessed 7 Nov 2018.
Xiong, T. (2012). Discourse and marketization of higher education in China: The genre of advertisements for academic posts. Discourse & Society, 23(3), 318–337. Retrieved from. https://doi.org/10.1177/0957926511433786.
Yaacob, N. A., Osman, M. M., & Bachok, S. (2014). Factors influencing parents’ decision in choosing private schools. Procedia-Social and Behavioral Sciences, 153, 242–253. Retrieved from. https://doi.org/10.1016/j.sbspro.2014.10.058.
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Conflict of interest
The authors declare that they have no conflict of interest.
Rights and permissions
About this article
Cite this article
El-Kassem, R.C., Sellami, A. & Elawad, E.F.E. Antecedents and consequences of perceived student employability in Qatar: parental perspective. Int Rev Public Nonprofit Mark 15, 575–589 (2018). https://doi.org/10.1007/s12208-018-0214-6
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s12208-018-0214-6