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

Author

Listed:
  • Petr Svoboda

    (Faculty of Management, University of Economics, Prague)

  • Monika Harantova

    (Faculty of Management, University of Economics, Prague)

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.

Suggested Citation

  • Petr Svoboda & Monika Harantova, 2014. "Perceived Quality of the Higher Education Institution in Relation to Building a Strong Brand from the Alumni Perspective," Proceedings of International Academic Conferences 0902941, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iacpro:0902941
    as

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    File URL: https://iises.net/proceedings/14th-international-academic-conference-malta/table-of-content/detail?cid=9&iid=75&rid=2941
    File Function: First version, 2014
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    More about this item

    Keywords

    Higher education; Alumni perspective; Quality; Loyalty; Satisfaction; Brand;
    All these keywords.

    JEL classification:

    • A00 - General Economics and Teaching - - General - - - General
    • A14 - General Economics and Teaching - - General Economics - - - Sociology of Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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