Özet:

Two primary objectives of universities in Turkey whose number has increased rapidly are to continue their existence by meeting the demands of students and to maintain their own quality levels. From the standpoint of Higher Education Institutions which provide educational services, the concept of the corporate image requires rigorous emphasis. In this context, in environments based on strong competition, it is inevitable for universities to carry out studies that serve the purpose of differentiating from existing alternatives and meeting the expectations of their students. In this study, the effect of the university's corporate image on the satisfaction of Akdeniz University students who study at Manavgat Tourism Faculty as well as their intention to recommend was investigated. Data obtained through a questionnaire from 250 students who study at Akdeniz University Manavgat Faculty of Tourism were utilized. Afterward, the analysis results were obtained via structural equation modeling. The results showed that the university’s corporate image has an effect on student satisfaction and their likelihood to recommend the institution to others. Moreover, the study revealed that student satisfaction has positive and significant effects on their intention to recommend.

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