Document Type : Research Paper
Authors
1 ِDepartment of Education, University of Kurdistan, Sanndaj. Iran
2 Department of Education Faculty of Humanities and Social Sciences University of Kurdistan, Sanandaj, Iran
Abstract
The personality of an organization becomes special with signs such as behavior, services and products, organization name and logo. The general purpose of this research paper is to examine the status of the organizational image of Kurdistan University from the perspective of stakeholders and to determine its correlation with changes in identity, reputation and organizational activity. The comprehensive statistics of all faculty members (400 people) and working employees (500) in the University of Kurdistan were selected by stratified random sampling, with the number of 146 faculty members and 143 employees. The data collection tool was four questionnaires adapted from international research, which had good validity and reliability. The structural equation model showed that the direct effect between university image and university reputation, the direct effect of university image and organizational model, the effect of university image and sense of identity, the direct effect of university reputation and organizational program, the direct effect of reputation and sense of identity, and finally the direct effect of organization and sense of identity were significant.
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.
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