Abstract
The aim of this research was to investigate the impact of the intangible qualities of the universities on student satisfaction. To do this, we have collected data from 7 different major public and private universities of the Kurdistan Region of Iraq. We have used 170 data to proposed further analysis. The partial least square method (PLS) was used to test the hypothesis. The results reveal that career opportunities and a friendly atmosphere are the main two elements that foster the reputation of the universities. The second interesting result of this research is that social activities impact the reputation of universities but not the friendly atmosphere while social activities impact a friendly atmosphere but not the reputation significantly. Finally, we have suggested the implications to the practitioners in the region.
Highlights
Academic profession in Kurdistan region of Iraq has gone through a lot of changes since its liberation from Saddam’s Iraqi regime
Partial least squares method is more convenient than structural equations modeling when sample size is less than 200 (Chin and Newsted, 1999)
We have found that the quality of academic staff and their relation with the students impact the reputation of the university over friendly atmosphere
Summary
Academic profession in Kurdistan region of Iraq has gone through a lot of changes since its liberation from Saddam’s Iraqi regime. Various structural changes in the education field shaped the academic profession all over the world over the past few decades (Enders & de Weert, 2009). One such developments is the cut-throat competition among the universities. Potential students of higher education institutions all over the world find it difficult to choose a university which can fulfill their educational needs and demands. Students are compelled to shortlist higher education institutions or universities, for instance, while studying in Alevels in UK (Moogan et al, 1999). Universities face tough competition and raised-expectations of all stakeholders, especially the potential customers or students. Due to factors like globalization and increased competition, universities realize that in
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