Abstract
Objective: The objective of this study is to compare the attributes that influence the organizational image perceived by freshmen and senior students of the same educational institution. Theoretical Framework: The study of the organizational image within educational institutions is of fundamental importance to guarantee quality teaching. Education must be something tangible and a right for everyone. Therefore, it is important to have this right to quality education assured. Based on studies by Santos (2016), a structured questionnaire was adapted into 39 (thirty-nine) questions. Method: We opted for a quantitative methodology, with a descriptive and cross-sectional character. Primary data collection was adopted through in-person application of questionnaires. Results and Discussion: The data confirm the hypothesis that the organizational image of freshmen is more optimistic than that of veterans. On average, IFMA students tend to be more discerning. It is suggested that freshmen enter the institution with a formed idea and that over time they tend to change. As a limitation, it is mentioned that responses from 9 campuses in the state of Maranhão were analyzed. However, there are a total of 29 campuses spread across the state. An analysis could be carried out in more institutions in order to obtain more general results of the organizational image at the IFMA institution in a larger portion of institutions in Maranhão. Research Implications: As a practical contribution, the results obtained in this study can provide organizations involved with educational institutions with a holistic view of the traits of a good organizational image, awakening new learning interests in students towards the institution. Originality/Value: This research contributes to scientific literature by advancing themes relating to quality management, organizational image, organizational image in educational institutions and public management
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