DOI: 10.5176/2010-4804_2.1.162
Authors: Jamaliah Mohd. Yusof, Rosidah Musa and Lennora Putit
Abstract:
This study examines image attributes of an identified public university by applying Importance-Performance Analysis in an attempt to understand its key challenges and critical management issues. Using convenience sampling technique, a total of 214 usable self-administered survey data were collected amongst various public university students of a developing nation. Findings reveal that attributes such as academic excellence commitment, good teaching quality, and extensive availability of academic programs are key drivers for the university to achieve a world class status. It also provides important implications for future research directions and management of higher education institution sector.
Keywords: Importance-Performance Analysis; corporate image; university image attributes; world class university.
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