The ınfluence of total qualıty management and corporate ımage on customer satısfactıon among unıversıty students
This study aims to measure and evalute the students’ view, who have both negative and positive perception about the different aspects of corporate image of the university. Besides, the primary objective of this study was to identify the nature and significance of the relationship between service quality, corporate image and customer satisfaction. The specific objectives of the study were to determine the dimensions of service quality that influence customer satisfaction; establish the difference in service quality perception amongst universities students; determine the relationship between service quality and corporate image; determine the relationship between service quality and corporate image; establish the relationship between corporate image and customer satisfaction and assess the extent to which corporate image meditates the relationship between service quality and customer satisfaction. Total quality management plays an important role in increasing productivity in education and realizing goals. Total quality management is a form of management that is applied at all levels, in all kinds of relationships and processes. Today, the structure and functioning of education organizations is very important in order to adapt to competitive environment and increase productivity. Especially the level of knowledge and skill about the tools of TQM and quality management of people in the management stage is directly proportional to organizational productivity. After identifying the components that construct corporate image, the study examines the relationships among these constructs under the concept of corporate image. It also attempts to analyze the impact of this image in order to understand its influence on student recruitment, and to describe the strategic implications for university communication management.