The Impact of Central Asian Innovation University Staff on Institutional Image Formation

Abstract

Object: This study aims to reveal the corporate image of Central Asia Innovation University by measuring the perceptions of its employees. We revealed the current panorama through the surveys with the university employees, identified problem areas, and provided recommendations for a healthier future.
Methods: A questionnaire is used to collect data as a quantitative research tool. The 5-point Likert scale is used in the questions in the questionnaire. Descriptive statistics are used in the analysis of the data. The reliability and validity of the scale and sub dimensions are tested with Cronbach’s alpha scale, ANOVA test, and Pearson Correlation analysis. The research sample is the academic staff of the Central Asian Innovation University. The questionnaire was applied to a total of 156 employees. In the questionnaire, each statement is rated from 1 (strongly disagree) to 5 (strongly agree) according to a 5-point Likert scale, and the participants are asked to rate the statements according to this scale.
Findings: There is a statistically linear relationship between corporate image dimensions. From results, we see that the employees observe the following problems: Problems with being recognized as a good university; not be at an equal or better level than people in similar positions at similar universities; problems working collaboratively and in harmony with colleagues in their department; the conditions offered by the university to its employees and the lack of career opportunities.
Conclusions: We think that by following our suggestions the corporate image of Central Asian Innovation University can be more positive, and strong feelings such as belonging and trust can be created in employees.