DIŞ PAYDAŞLARIN ÜNİVERSİTEDEN BEKLENTİLERİ VE İMAJ ALGILARI ARASINDAKİ İLİŞKİ

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DOI : 10.31576/smryj.980
Year-Number: 2021-48
Language : null
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Number of pages: 1737-1758
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Abstract

Üniversiteler; fikir üreten, iş dünyasına insan kaynağı yetiştiren, yenilik ve gelişim noktasında diğer kurum ve kuruluşlara öncülük eden lokomotif kurumlardan biridir. Toplumun her kesimi üniversitelerin paydaşı sayılır. Kamu kurumları, ticari kuruluşlar, sivil toplum örgütleri, öğrenciler ve üniversitede çalışanlar üniversitenin birer paydaşıdır. Bu araştırmanın amacı, dış paydaşların İnönü üniversitesi kurum imaj algıları ile üniversiteden beklentileri arasındaki ilişkiyi ortaya koymaktır. Ek olarak, dış paydaş gruplarının üniversite imaj algıları ve beklentilerinin farklılık gösterip göstermediği saptanmıştır. Araştırmada nicel analiz yönteminden faydalanılmıştır. Araştırmada kullanılan anket hem literatürden faydalanılarak hem de altı akademisyenle yapılan görüşmeler neticesinde geliştirilmiştir. Geliştirilen ölçekle, paydaşların özellikleri, üniversitenin kurumsal imaj algısı ve üniversiteden beklentileri ölçülmeye çalışılmıştır. Anket tekniği ile toplanan veriler SPSS programı aracılığıyla analiz edilmiştir. Çalışmanın sonucunda, dış paydaşların üniversiteden beklentilerinin imaj algılarından yüksek olduğu görülmüştür. Dış paydaşların imaj algısı orta düzey, beklentiler ise ortanın üstünde tespit edilmiştir. Üniversitenin imaj algısı ile beklentiler arasında pozitif bir ilişkinin olduğu bulunmuştur. Paydaş durumuna göre paydaşların imaj algılarında ve beklentilerinde farklılıklar olduğu belirlenmiştir.

Keywords

Abstract

Universities; It is one of the locomotive institutions that generate ideas, train human resources for the business world, and lead other institutions and organizations in terms of innovation and development. Every segment of society is considered as a stakeholder of universities. Public institutions, commercial organizations, non-governmental organizations, students and university employees are all stakeholders of the university. The purpose of this research is to reveal the relationship between the external stakeholders' perceptions of İnönü University's corporate image and their expectations from the university. In addition, it was determined whether the university image perceptions and expectations of external stakeholder groups differed. Quantitative analysis method was used in the research. The questionnaire used in the research was developed both by making use of the literature and as a result of interviews with six academics. With the developed scale, the characteristics of the stakeholders, the perception of the university's corporate image and their expectations from the university were tried to be measured. The data collected by the questionnaire technique were analyzed through the SPSS program. As a result of the study, it was seen that the expectations of external stakeholders from the university were higher than their image perceptions. The image perception of external stakeholders was found to be moderate, and expectations were above average. It was found that there is a positive relationship between the university's image perception and expectations. It has been determined that there are differences in the image perceptions and expectations of the stakeholders according to the stakeholder status.

Keywords

Kaynakça

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