Abstract:

This work focuses on the study of the universities image with the aim of explaining the components of image and attributes of student satisfaction. Our study investigates the relationships between the different components of the university image and to what extent they may affect the students’ satisfaction. Hypotheses were drawn setting the relationships between the affective, cognitive and overall image in relation with satisfaction. The sample size was determined by a random selection of 20 students per faculty or institute. First year students were not included in our sample due to their lack of experience, since they cannot assess their satisfaction with their university. Univariate and bivariate analyses were conducted as well as factorial analysis and chi-square were used to test the hypotheses. The results of the empirical work carried out on a representative sample of 200 students studying at Université Saint Esprit de Kaslik (USEK) University demonstrate that the cognitive component of image is an antecedent of the affective component. In turn, both of these components influence the formation of the overall image of a university, and the affective and overall images statistically and significantly affect the overall satisfaction of students with their university.

Keywords:

University Image, Customer Satisfaction, Students, Brand Image.