Problem Statement

Nowadays, the quality of educational institutions is evaluated in relation to their recognition and image in the society. Since the demand for tertiary education and competition among universities have increased and the financial sources allocated to higher education institutions have decreased, many universities are in need of restructuring and repositioning their institutions in order to protect their place in the sector and compete with others. Thus, they try to create a distinguished organizational image, making it recognized and preserve it. In this sense, identifying the feelings, ideas, attitudes and perceptions of especially the internal stakeholders of universities towards their institutions is significant in depicting the reasons and results of these outcomes, maintaining stakeholder satisfaction, sustaining quality in education and ensuring the entity and success of the organization.

Purpose of Study

This study aims to reveal the organizational image perceptions of the internal stakeholders of Hacettepe University in Ankara. The organizational image of Hacettepe University was analyzed according to the perceptions of the participant academic staff, administrative staff and senior students.

Methods

The study, designed as a quantitative research, has 348 academic staff (228 female and 120 male), 81 administrative staff (36 female and 45 male) and 391 senior students (243 female and 157 male) registered in Hacettepe University.

Findings

The results of the study indicate that the perceived organizational image of the University according to the academic staff, administrative staff and the senior students is at moderate level. The entire internal stakeholders have moderate level of organizational image perceptions regarding the sub-dimensions of quality of management, work environment and the quality of the products and services, but their perceptions are above moderate level as to the sub-dimensions of staff, social responsibility and communication.