Does UiA build a good reputation through UiA Lounge? An analysis of reputation building in UiA at the Norway’s first university lounge from a perspective of strategic communication.

Abstract

UiA (University of Agder) is a relatively new university with a 13-year-old history. They opened the first university lounge, UiA Lounge, in Norway in the domestic terminal of Kristiansand Airport on November 1, 2019. The aim of the lounge project is to visualize the collaboration between the university and other organizations under the strategy, co-creation of (tomorrow’s) knowledge. In addition, to visualize itself to greater stakeholders because the university is not known in other regions in the country. The research question of this thesis is, “Does UiA build a good reputation by UiA lounge at Kristiansand Airport?” T wo sub research questions are addressed. First, “How does UiA try to build a good reputation?” Second, “How good or bad reputation does UiA have?” These research questions are analyzed from a perspective of strategic communication by means of naturalistic paradigm of qualitative interview with the employees and leaders of the organizations, and quantitative survey to the people who waited for their flights at the lounge area at the airport. Four findings are discussed. First, UiA has balanced multiple identities. Second, the university and Kristiansand Airport share and enjoy a circle of reputation at UiA Lounge. Third, the airport gets better impact by the lounge than the university. Fourth, it becomes clear that an exhibition area and three digital screens which visualize the possibilities of collaboration between the university and other organizations don’t make a great impact on the stakeholders regarding change of the university’s images. In conclusion, from the perspective of reputation, a possibility of even better results by improving the way and the direction of communications is presented.