YÜKSEKÖĞRETİMDE İTİBAR: HALKIN GÖZÜNDEN ÜNİVERSİTEYE BİR BAKIŞ

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

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

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.

Keywords:

Corporate Reputation, Image, Higher Education, Universities,

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