Dimensions of the university image; a study of student's attitudes and perceptions

The purpose of this study was to identify dimensions and components of university image and evaluating its importance and the role of each based on student's perspectives. A mixed-exploratory research method approach was chosen for this study. In qualitative section, Colaizzi's descriptive phenomenology and semi-structured interviews were used for data collection. Twenty student in 6 colleges at University of Kurdistan participated in this study. The process of data collection continued until the data reaches saturation. The results of the qualitative part consisted of 3 categories: 1) educational status (quantitative and qualitative), 2) research status and 3) welfare and dormitory facilities. In quantitative part, descriptive research method was used. A self-made questionnaire consisting of 9 parts was developed. The content of the research tool was derived from qualitative data and the literature. Reliability coefficient was obtained for the questionnaire by using Cronbach alpha (α= .754). Statistical sample in the quantitative part included 270 graduate students that studied in 6 colleges. Data were analyzed by using SPSS and AMOS softwares and utilizing descriptive and inferential statistics. The results of factor analysis showed that the questionnaire for the presentation of the constituent components of university organizational image had a good fit. Friedman test results revealed that university's reputation, tradition and antiquity had the most and the costs had the least significance effects in forming university image. Furthermore, correlation test results revealed that there are significant relations between most dimensions of university image. Independent t-test results indicated that-on the basis of gender segregation-there are significant differences among male and female students just in social function dimension. But, on the basis of educational level segregation, there are significant differences between undergraduates and graduate students in two social function and university costs dimensions.