Perceived Quality of the Higher Education Institution in Relation to Building a Strong Brand from the Alumni Perspective

Petr Svoboda () and Monika Harantova ()
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Petr Svoboda: Faculty of Management, University of Economics, Prague
Monika Harantova: Faculty of Management, University of Economics, Prague

No 902941, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: Building of good relationships between higher education institutions and their students or alumni is essential for their long-term success. After all, only satisfied students or alumni can bring the best promotion of the university via word of mouth marketing and other ways. The paper focuses on the quality of higher education institutions and its evaluation from the alumni perspective. The methodology for an alumni attitudes survey on the quality and level of education, image of the university and other similar aspects is proposed. The paper also suggests methods for evaluating alumni satisfaction and loyalty. The methodology should provide recommendations for higher education institutions? managers. Using this methodology, universities can obtain responses to questions of how they should represent themselves to the public in the future, respectively how they should build their image and brand. Finally, the methodology also relates to building good relations with alumni and based on their recommendations, it aims to improve conditions for current students, which would lead to their greater success in the labour market.

Keywords: Higher education; Alumni perspective; Quality; Loyalty; Satisfaction; Brand (search for similar items in EconPapers)
JEL-codes: A00 A14 M31 (search for similar items in EconPapers)
Pages: 9 pages
Date: 2014-12
New Economics Papers: this item is included in nep-edu, nep-mkt and nep-sog
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Published in Proceedings of the Proceedings of the 14th International Academic Conference, Malta, Dec 2014, pages 415-423

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:0902941

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