UNIVERSITIES’ ENROLLMENT CHALLENGE: THE ROLE OF CORPORATE IMAGE IN HIGHER EDUCATION

Abstract

This paper focuses on gathering information regarding the importance of the university image for students and its influence on student satisfaction, loyalty and enrollment intentions. Consequently, the main aim of the paper is to evaluate whether the corporate image of a particular higher education institution affects students’ satisfaction, loyalty and enrollment intentions. The results of the MANOVA analysis show a significant correlation between corporate image and satisfaction, explaining that corporate image influences satisfaction among students. Without any doubt, as confirmed in this paper, the corporate image construct has a strong and remarkable influence on satisfaction, loyalty and enrollment intentions of students. Having in mind the importance of the corporate image construct, it is proven to be a strong antecedent for all three determinants, satisfaction, loyalty and enrollment intentions, whose positive effect is crucial for the survival of the universities worldwide, which presents the main practical contribution of the paper.