The Significance of Reputation in Choosing and Recommendation a University

Abstract

In the social sciences, many studies have revealed that the reputation as a powerful strategic resource related to the management of the target groups, the providing a competitive advantage and the achievement of sustainable development [1]– [4]. However, there is no in-depth research in the field of education about the role of reputation in forming a successful organizational model. For this purpose, an empirical study was conducted between September and December 2018 through an online questionnaire filled in by 213 students at the University of Library Studies and Information Technologies, ULSIT, Sofia, Bulgaria. The main task of the research is to outline the role of the university reputation in choosing and recommending university through the case study method. The questionnaire includes world-renowned marketing and organizational consulting methods such as the Net Promoter Score (NPS) of Bain & Company management consulting firm [5], [6] and the Harris-Fombrun Reputation Quotient – RQ [2], [7]. The results from the survey reveal that reputation is one of the key factors determining the behavior of consumers of educational products and services and is among the leading predictors of increasing user base and achieving organizational growth.