Organizational image: differences of perception among staff/faculty and students of a private college

Abstract

This paper seeks to identify what image the internal public (staff/faculty and students) of a private higher education institution have of their college and whether there is any difference in the manner how these different groups perceive this image. In order to answer this question, a quantitative research was done in a private college in the state of Rio Grande do Sul. The research project focused on internal groups – students and staff/faculty. The data was collected through a questionnaire based on the model of organizational image perception by Borges- Andrade and Pilati (2000). The sample was made up of 216 students and 36 faculty/staff members. The results showed that the organizational image perceived by the two groups is closer to Factor 1 – Dynamic organization with strategic vision. In order to answer the second part of the question, the U-test was used to identify significant differences between the averages. It was found that in six variables there were differences of perception and in all of them the students’ average was higher, showing that students have a better organizational image than faculty and staff members.

Key words: organizational image, university, differences in perception.