The importance of institutional image to student satisfaction and loyalty within higher education

This paper outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to test a customer satisfaction model of the drivers of student satisfaction and loyalty in higher education settings. Drawing upon a moderately large sample of students enrolled in four ‘types’ of Australian universities, the findings suggest that student loyalty is predicted by student satisfaction, which is in turn predicted by the perceived image of the host university. While the perceived quality of “humanware” (e.g., people and process) and “hardware” (e.g., infrastructure and tangible service elements) has an impact on perceived value, this was found to be weak and indeterminate. Of most importance was the impact of the institution’s institutional image, which strongly predicted perceived value, and to a lesser extent student satisfaction. The findings have implications for newer, less prestigious universities seeking to compete in a more deregulated, market driven environment.     

后现代语境下狼形象的文化解读

在异彩纷呈的后现代语境下,作为食肉动物的“狼”频频出现于艺术领域。该形象改变了传统文化中单一的文化内涵,呈现出多元化发展的态势:从残忍、贪婪、狡诈的代名词到人类内在精神依托的艺术文化符号;从为人忽视的可憎形象到消费社会倍受欢迎的文化亮点;从主体理性桎梏的对象到艺术解构的对象。     

The value of institutional research in the assessment of institutional effectiveness

A survey of 167 institutions engaged in the regional reaccreditation process between 1987 and 1992 revealed that the presence of institutional research activities was positively related to the institution carrying out a systematic assessment of institutional effectiveness. Institutional research activity was more predictive of assessment efforts than was the type of governance (public or private), the level of degree offered, or enrollment size. An alarmingly low proportion of institutions had begun to define outcomes at the time of the survey—a first step in the development of assessment procedures. Even fewer had identified ways of measuring outcomes. Budgets and staff expertise were felt to be adequate for current responsibilities but insufficient to assume responsibility for assessing institutional effectiveness. Institutional research activity is urgently needed in order to support the data collection efforts required by institutional assessment mandates. Whether these activities are conducted by institutional researchers or are dispersed across the campus, they provide the underpinnings for assessment.     

Effective methods for institutional research: How important is institutional type?

Despite the view that institutional research is most successful when it is an extension of the administrators who need its products, most institutional research offices are centralized. In this paper a newly-organized, small college model that is both decentralized and integrated is described. Evaluation of the model is reported. Goals and activities are related to recently identified external and organizational factors that seem to contribute to the proliferation of institutional research.Susan H. Frost is director of institutional planning and research and adjunct assistant professor of education at Emory University. She holds degrees from Agnes Scott College and the University of Georgia. Since 1990 she has organized the first offices of institutional research at both a comprehensive college and at a research university. Currently she is investigating patterns of institutional decision making on university campuses.     

美国院校研究与我国高职院校研究之比较

院校研究源于美国。院校研究的基本特征是:具有针对性、科学性、多面性、定量性、个案性、可用性。我国高职院校研究的现状不容乐观,只有充分认识研究意义、准确定位研究宗旨、切实加强机构建设、设法保证工作条件、高度重视对外交流、认真解决实际应用,才能使院校研究推动高职教育的持续发展。