Abstract:

Purpose- This study aims to provide a model to help universities gain competitive advantage by analyzing the factors that influence student engagement with the university. Methodology- Survey method was used to test the hypothesized effects in the proposed model and 432 people were surveyed. Survey results were analyzed by structural equation modelling. Findings- As a result of the research, all hypothesized effects in the proposed model, a positive effect of university image on both positive emotions, and student satisfaction, a negative effect of it on negative emotions, a positive effect of positive emotions on student satisfaction, a negative effect of negative emotions on student satisfaction, and a positive effect of student satisfaction on student engagement with the university, were supported. Conclusion- Emotions and satisfaction have the great importance in the emergence of student engagement with the university. Handling university image as a starting point in the study with the prediction that the university image is also important for students' engagement behavior is supported by significant results.

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