| Abstract: | Higher education institutions should take into account the needs of stakeholders in the planning and development of quality educational services. In general, the stakeholders are divided into two categories: internal and external stakeholders. This study aims to explore the diverse basic needs of the university internal stakeholders (students, academic staff, and employees) and the impact of the services on the brand image of the educational institutions. Consensus has been built that an organization's image can only be or assessed by its stakeholders or constituents. Utilizing the qualitative approach through empirical semi‐structured interviews, data were collected from both Benghazi University in the country of Libya and Yarmouk University in the country of Jordan. To gain an in‐depth understating of the basic services, interviews were conducted with 41 university internal stakeholders (students, academic staff, and employees). The findings have a remarkable impact on the education services quality and the perception of brand image of both institutions, which subsequently affects the Libyan and Jordanian economy. The paper explores the differences between the needs of the three groups. This study is of value to educational leaders as it serves as contribution to the well designing of comprehensive plans of the university, by providing the decision makers with information on the needs of the university internal stakeholders. Managements can develop policies, which will improve the safety of customers and staff and increase collaborations with both universities stakeholders, etc. Accordingly, the results provide a foundation on which future research can be built. |
