Factors Affecting the University’s Image in Student’s Perception: Evidence from Vietnam

Abstract

This study aims to investigate the factors that influence the image of universities in the perception of students in Vietnam. The image of a university plays a crucial role in attracting and retaining students, as well as establishing its reputation in the competitive higher education market. Employing a mixed-methods approach, both quantitative and qualitative data were collected from a sample of Vietnamese university students. The study found that several key factors significantly affect the university's image in the students' perception. These factors include academic quality, faculty competence, research reputation, campus facilities, student support services, and social and cultural activities. Furthermore, the study revealed that word-of-mouth information, online reviews, and promotional materials also play a significant role in shaping students' perceptions of a university. The findings highlight the importance of delivering high-quality academic programs, maintaining a competent and supportive faculty, fostering a vibrant research environment, and providing well-equipped campus facilities and student support services. Additionally, universities need to pay attention to organizing diverse social and cultural activities to enhance students' overall experience and sense of belonging. This research provides valuable insights for university administrators and policymakers in Vietnam to understand the factors that influence the university's image in the students' perception. By addressing these factors effectively, universities can enhance their attractiveness and reputation, ultimately leading to increased enrollment and improved competitiveness in the higher education sector. Further studies are recommended to explore these factors in different contexts and to validate the findings.