Evaluation of the organizational image of a university in a higher education institution

Organizational image is an important issue for many institutions of higher education by being immersed in a competitive environment that requires higher quality of educational services. The objective of this research is to evaluate the organizational image of an institution of higher education. For this purpose, an investigation was conducted. The stages of this research were: translation-retranslation of the original scale of organizational image; integration of scale items using a semantic differential response scale type; piloting of the scale with a sample of 226 teachers and 541 students of Autonomous University of Hidalgo State; determination of the psychometric properties of the scale (construct validity and reliability, and correlations between the factors of scale), descriptive statistics of the scale and comparative analysis. The results indicate that the organizational image scale adapted to Mexican population has adequate psychometric properties to assess this construct. In addition, we identified significant differences of the organizational image in each institute of the IES evaluated.