Mohammed Samieifar; Mahdi Salehi
Abstract
This article explores the status of the organizational image of the University of Kurdistan from the perspective of stakeholders, and its relationship with the variables of identity, reputation, and organizational commitment. Various factors, such as employee behavior, services, and the organization's ...
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This article explores the status of the organizational image of the University of Kurdistan from the perspective of stakeholders, and its relationship with the variables of identity, reputation, and organizational commitment. Various factors, such as employee behavior, services, and the organization's name, contribute to shaping organizational identity and creating a general image of the institution in people's minds. The research is descriptive and correlational, with a statistical population of 400 faculty members and 500 employees from Kurdistan University. A total of 289 individuals were selected as the sample. The data collection instruments included four questionnaires with appropriate validity and reliability. The results from the structural equation model indicate that the university's image has a direct and significant effect on reputation (β = 0.623), organizational commitment (β = 0.411), and a sense of identity (β = 0.220). Moreover, the effect of reputation on organizational commitment and sense of identity is also significant. The indirect role of reputation in the relationship between organizational image and sense of identity, as well as between organizational image and organizational commitment, has been confirmed. The findings highlight the importance of evaluating and cultivating organizational image within universities, emphasizing that the variables of reputation and perceived organizational identity can serve as mediators to enhance the organizational commitment of employees and faculty members, even in the presence of an unfavorable organizational image.
The indirect role of organizational reputation in the relationship between university organizational image and sense of identity, the indirect role of organizational reputation in the relationship between university organizational image and organizational commitment, and the indirect role of organizational commitment in the relationship between university reputation and sense of identity were confirmed. The research highlights the necessity of evaluating the consequences and creating organizational image in universities.
