طراحی مدل مؤلفه‌های مؤثر بر تصویر سازمانی دانشگاه امام صادق (ع)

نویسندگان

1 استادیار دانشکده معارف اسلامی و مدیریت دانشگاه امام صادق (ع)

2 کارشناس ارشد معارف اسلامی و مدیریت بازرگانی

چکیده

بی‌شک، به‌دست‌آوردن و حفظ وجهه و تصویر بیرونی مثبت، یکی از اهداف مهم‌ تمامی سازمان‌ها محسوب می‌شود. امروزه بسیاری از سازمان‌‌ها زمان، منابع و تلاش بسیاری را صرف ایجاد تصویری تأثیرگذار از سازمان یا کسب و کار خود می‌کنند؛ چرا که هر گاه سازمانی تصویر مثبتی داشته باشد، مخاطبان، ذی‌نفعان و مشتریان آن، عموماً رفتارها و تصمیمات آن سازمان و نیز تجربه‌های خود با آن را مثبت تلقی خواهند کرد؛ درحالی‌که اگر این افراد یا گروه‌ها در ذهن خود تصویری منفی از آن سازمان داشته باشند، عملکرد و رفتار آن سازمان نزد آن‌ها به شکلی غیرواقعی تحت تأثیر تلقی‌ها و برداشت‌های منفی‌ خواهد بود. نظر به اهمیتی که مفهوم تصویر سازمانی برای سازمان‌ها و نهادهای مختلف دارد، تحقیق حاضر با دو هدف «اکتشافی» و «آزمون فرض» و با استراتژی مطالعة موردی انجام گرفته و گردآوری اطلاعات نیز در آن به سه شیوة کتابخانه‌ای، تحلیل محتوا و پیمایشی بوده است. نهایتا،ً در دانشگاه امام صادق (ع) مؤلفه‌هایی همچون هویت و فرهنگ دانشگاه، دانش‌آموختگان، گزینش و سایر عوامل بدو ورود، شهرت و پیشینة خاص، ویژگی‌ها و عملکرد بخش‌های مختلف، محیط فیزیکی و نمادها، کارکنان در تماس با مخاطبان بیرونی و پوشش رسانه‌ای اخبار و مراسم مهم‌ترین عوامل تأثیرگذار بر تصویر‌ این دانشگاه شناسایی شده‌اند.

کلیدواژه‌ها


عنوان مقاله [English]

Conceptual Model Design of Effective Factors on Corporate Image of Imam Sadiq (a.s) University

نویسندگان [English]

  • Mesbaholhoda Bagheri 1
  • Akbar Erfanifar 2
1 Assistant Professor of Management, Imam Sadiq University, Tehran
2 MA of Commercial Management
چکیده [English]

Undoubtedly to gain and maintain a positive external image and reputation, can be considered as one of the most important goals of all organizations. Today, many organizations are spending time, resources and effort to create an effective image of their organization or business; When an organization has a positive image, the audience, the stakeholders and customers, consider the behaviors and decisions issued by the organization and their experiences as positive, whereas if the same people or groups had in their mind a negative image of the organization, the organization's performance and behavior would be unrealistically considered under the influence of their negative perceptions. Because of the importance of the concept of organizational image for various organizations and institutions, this study has been conducted with two goals of "exploratory" and "hypothesis testing" and with a case study strategy. The data collection was done in three ways: library method, content analysis and survey. Finally for Imam Sadiq University, factors such as identity and culture of the university, the university graduates, students’ selection and admission process, characteristics and performance of different parts of the university, the university reputation and background, its physical environment and related symbols, the personnel’s contact with external clients, and media coverage of university news and events were identified as the most important factors influencing the image of the university.

کلیدواژه‌ها [English]

  • image
  • brand image
  • corporate brand
  • corporate image
  • University
  • Imam Sadiq University

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