Impact of Intangible Characteristics of Universities on Student Satisfaction

Abstract

The aim of this research was to investigate the impact of the intangible qualities of the universities on student satisfaction. To do this, we have collected data from 7 different major public and private universities of the Kurdistan Region of Iraq. We have used 170 data to proposed further analysis. The partial least square method (PLS) was used to test the hypothesis. The results reveal that career opportunities and a friendly atmosphere are the main two elements that foster the reputation of the universities. The second interesting result of this research is that social activities impact the reputation of universities but not the friendly atmosphere while social activities impact a friendly atmosphere but not the reputation significantly. Finally, we have suggested the implications to the practitioners in the region.