Purpose

Competitive universities try to improve their reputation to attract the best students as university reputation is a significant factor affecting the decision of a student. In this context, universities need a systematic management plan to improve their reputation among the stakeholders. This study aims to identify the factors affecting university reputation with the University Reputation Model. This model includes quality of services, emotional appeal, employee competence, academic leadership, student orientation, and social responsibility as possible factors affecting university reputation. .

Design/methodology/approach

Survey methodology was used in the current study. A total of 1000 questionnaires were collected from the stakeholders: students, alumni, academic and administrative staff. A structural equation modeling technique was used to analyze the data.

Findings

According to the results, quality of services and emotional appeal affect university reputation directly. Furthermore, employee competence, academic leadership, and student orientation have indirect effects on university reputation with the mediating effect of quality of services. Besides, emotional appeal mediates the effect of student orientation and social responsibility on university reputation.

Originality/value

A University Reputation Model is developed to explore significant direct and indirect effects of employee competence, academic leadership, student orientation, and social responsibility on the quality of services, emotional appeal, and university reputation. Furthermore, a measurement instrument applicable to various stakeholders of a university is developed. Additionally, large-scale data is collected from the stakeholders in Turkey to increase the validity of the findings.

中文翻译：

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服务质量和情感诉求对大学声誉的影响：利益相关者的观点

目的

有竞争力的大学试图提高其声誉以吸引最优秀的学生，因为大学声誉是影响学生决策的重要因素。在这种背景下，大学需要一个系统的管理计划来提高他们在利益相关者中的声誉。本研究旨在通过大学声誉模型确定影响大学声誉的因素。该模型包括服务质量、情感吸引力、员工能力、学术领导力、学生定位和社会责任等可能影响大学声誉的因素。.

设计/方法/方法

本研究使用了调查方法。总共从利益相关者收集了 1000 份问卷：学生、校友、学术和行政人员。使用结构方程建模技术来分析数据。

发现

结果表明，服务质量和情感诉求直接影响大学声誉。此外，员工能力、学术领导力和学生导向以服务质量的中介作用对大学声誉产生间接影响。此外，情感诉求在学生取向和社会责任对大学声誉的影响中起中介作用。

原创性/价值

大学声誉模型旨在探索员工能力、学术领导力、学生导向和社会责任对服务质量、情感吸引力和大学声誉的显着直接和间接影响。此外，还开发了一种适用于大学各种利益相关者的测量工具。此外，还从土耳其的利益相关者那里收集了大规模数据，以提高调查结果的有效性。