Designing the Organizational Image Formation Model of Universities and Higher Education Institutes: A Structural-İnterpretative Approach (Case study of Allameh Tabataba'i University)

Abstract

Imaging is a new topic that has attracted the attention of many universities and institutions of higher education.Increased competition among universities over student recruitment has forced them to create a good image of their unique characteristics. This research was conducted with the aim of designing the organizational imaging model of universities and institutions of higher education with a structural-interpretation approach at Allameh Tabataba'i University.The research method was structural-interpretive modelingand self-efficacy matrix questionnaire was used with simple random sampling. In the first stage, the researcher used the method of analyzing the subject matter of the organization's corporate imaging through the method of analyzing the network. In the second phase by using the ISM method and the MICMAC analysis, the relations between the themes including educational activities, creativity and innovation, environmental factors, identity Finding and leveling the communications, research activities, organizational climate, facilities and services, technology, reputation, physical environment and human capital were found and leveled. Ultimately the final model of the research was drawn.

Keywords

• organizational image
• university image
• structural-interpretative