Enhancing The Institutional Image Of Tamale College Of Education: Perspectives Of Administrative Staff

Abstract

Due to keen competition in the higher educational landscape, it has become imperative for higher institutions to improve service quality and institutional image to help induce high patronage. Studies explored how student preferences shape institutional image to the neglect of the perspectives of administrative staff. This study explores the gap by examining the perspectives of administrative staff in enhancing the institutional image of Tamale College of Education. A collective case study approach was adopted to study thirty (30) purposively selected administrative staff who were interviewed and audiotaped from 8th to 22nd April, 2022. Ethical standards such as permission, consent, confidentiality and anonymity were ensured through appropriate communicates, inform consent, digital data security and unification of data respectively. Data was analysed using thematic content analysis. It was discovered that, institutional image was generally perceived as the overall mental view of people about an institution’s popularity or goodness, which view, can be individualistic or communal. Participants perceived Tamale College of Education to be good and popular because it is well-known and prepares its graduates effectively. The overarching insights revealed that, the perception of administrative staff of the importance of their roles in improving institutional image motivated them to work diligently. They implemented good records system, staff development and also worked overtime without compensation. However, administrative staff faced challenges such as poor conditions of service, infrastructural shortage, dusty environment, lack of means for emergency mails and water shortage. Opening multiple campuses, multistory structures, vehicle for emergency mails and mechanized boreholes are recommended.