A Phenomenological Exploration of Shiraz University Humanities PhD Students’ Perceptions of University Image

This study set out to conduct a phenomenological exploration of Shiraz university humanities PhD students’ perceptions about university image. In order to attain a profound understanding of the research topic, the interpretive phenomenology method was used. Participants of the study were PhD students of humanities at Shiraz University in the first semester of 2020-2021 educational year, who were selected through typical case purposive sampling and in the light of theoretical saturation. Semi-structured interviews were used to collect data. In order to validate the data, the verifiability and acceptability criteria were used through data alignment and researcher self-review during data collection and analysis processes as well as the comparison of the interviews with the theoretical bases of the study. In addition, via thematic analysis method, codes and themes were extracted and the thematic network of the organizational image of the university was drawn. The results of the study demonstrated that students’ perception of the university image (the comprehensive theme) entailed 56 basic themes, 19 secondary organizing themes, and 7 primary organizing themes, including human resources, teaching-learning process, university reputation, type of organizational structure, university milieu, services and facilities, and the architecture and green space of the university. It should be noted that the outcome of this work can inform university managers and university development planners about the factors effective on university image. This way, they can manage university image more consciously and can create a more sustainable organizational image in the students’ minds.