Using Importance-Performance Analysis for Measuring University Reputation and Setting Priorities

Abstract

This study aimed to measure the university reputation using the importance-performance analysis (IPA) to determine the strengths and weaknesses in the aspects of the university reputation from the students' point of view and to identify the priorities for improvement based on the priority index. Data were drawn from a sample of 354 students through a questionnaire. The results indicated that many of the areas that require more focus and resource allocation, which are the quality of education, the efficiency of the faculty, community service projects, and the provision of educational resources and equipment, The results of the Priority Index presented the most pressing areas that the university leaders should deal with immediately to improve their university reputation. This study contributes to the theory of marketing for higher education by introducing IPA as a useful quantitative tool used in higher education research to measure the reputation of universities and set priorities. Keywords: Organizational Reputation, University Reputation, Importance-performance Analysis (IPA), Measuring University Reputation, Improve Reputation