Students' Perceived Image of the University before entering and during study

The study goals were to investigate what images have the high school and the university students about university, before entering and during study. A tool was developed consisting of (54) items. Face validity, Cronbach alpha coefficient, ANOVA, and Scheffe post-hoc tests were computed. Results show that university image mean is high among high school and university students, but the high school students' image is higher than that of the university students, and the university students' image during study is lower than theirs when they were in high school. All these differences are statistically significant. Keywords: perceived image, university climate, service quality