The Impact of University's Mental Image on the Student's Behavior: Case study- Tehran Payame Noor University

This study aims to investigation of behavioral – mental outcomes of the university’s mental image. The university’s mental image can be defined as the sum of all the beliefs of people about university. In this study, a hybrid model is presented to justify and explain the effect of students’ mental image on their behavior. Participants included 379 undergraduate, graduate and doctoral students. Using a questionnaire, data was collected and analyzed by partial least squares (PLS). Findings show that university’s mental image has greatest impact on student satisfaction. Furthermore, the relationship between student's expectations with student’s perceptual quality, perceptual quality with satisfaction, and satisfaction with loyalty has been approved.