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(HEIs) both to access financial resources and to attract targeted prospective students has never been fiercer (Carvalho & de Oliveira Mota, 2010; Chapleo, 2005; Mazzarol & Soutar, 2012; Widiputera, De Witte, Groot, & van den Brink, 2017). Students, who are the customers of the service of HEIs (Bunce, Baird, & Jones, 2017; Eagle & Brennan, 2007; Guilbault, 2016; Tomlinson, 2018; Woodall, Hiller, & Resnick, 2014), have a significant place in the process of producing and disseminating information, the fundamental reason for the existence of universities. Therefore, HEIs seek to achieve the sustainability of prospective students (Conway, Mackay, & Yorke, 1988; Eagle & Brennan, 2007). The sustainability of students is possible via recruiting a substantial number of prospective students and decreasing drop out ratio. Along with the marketing activities of HEIs, the satisfaction of current students and their loyalty to the institutions are critical for the sustainability of students (Schertzer & Schertzer, 2004). Yüksekö¤retim kurumlar› aras›nda arzulanan nitelik ve nicelikte ö¤renci çekmek için rekabet her geçen gün artmaktad›r. Bu nedenle, üniversitenin kurumsal imaj›n› ve ö¤renci memnuniyetini ve ö¤renci sadakatini etkileyen faktörlerin araflt›r›lmas› önemlidir. Bu do¤rultuda bu çal›flman›n amac›, üniversiteler taraf›ndan ö¤rencilere sa¤lanan sosyal yaflam olanaklar›n›n ve ö¤renim kalitesinin üniversite kurumsal imaj›na, ö¤renci memnuniyetine ve ö¤renci sadakatine etkisini ortaya koymak ve sosyal yaflam ve ö¤renim kalitesi de¤iflkenlerinin ba¤›ml› de¤iflkenleri aç›klama düzeylerini karfl›laflt›rmakt›r. Bu amaç do¤rultusunda ‹stanbul’da bulunan 10 vak›f ve 5 devlet üniversitesinde kotal› örneklem yöntemi ile 829 ö¤renciden veri toplanm›flt›r. Veri seti Yap›sal Eflitlik Modellemesi ile analiz edilmifltir. Araflt›rma sonucuna göre hem ö¤renim kalitesinin hem de sosyal yaflam›n üniversite kurumsal imaj›n› ve ö¤renci memnuniyetini do¤rudan etkilemektedir. Ayr›ca, hem ö¤renim kalitesinin hem de sosyal yaflam de¤iflkenleri ö¤renci sadakatini kurumsal imaj ve ö¤renci memnuniyeti de¤iflkenleri üzerinden dolayl› olarak etkilemektedir. Modelde yer alan de¤iflkenler aras› etki katsay›lar›ndaki farkl›l›klardan hareketle, üniversitelere önerilerde bulunulmufltur.

Which Matters More in Higher Education: Social Environment or Teaching Excellence? A Comparison Between Private and Public Universities