A Survey of the Role of Organizational Image in Shaping Students' Identity, Satisfaction, and Loyalty

Document Type : Original Article

Authors

1 Department of Education, Faculty of Humanities and Social Sciences, University Of Kurdistan, Sanandaj, Iran

2 Department of education, Faculty of Humanities and Social Sciences, Universitu of Kurdisatn, Sanandaj, Iran

10.22098/ael.2026.18236.1664

Abstract

The overall objective of this research was to investigate the organizational image of the University of Kurdistan from the perspective of students and to determine its correlation with the variables of identity, satisfaction, and loyalty of students to the university. The statistical population consisted of all students enrolled at the University of Kurdistan, from which a stratified random sample of 628 students was selected. Four questionnaires were used, the validity and reliability of which were re-examined and confirmed using confirmatory factor analysis. The analyses clearly showed that the background variables related to students had no impact on the main research results. The lack of impact of background variables such as gender and place of study on the results may be related to a uniform organizational culture, holistic factors, management orientations, and a lack of demographic diversity. Differences in satisfaction and loyalty between faculties may stem from different educational standards, the specific cultures of each faculty, and the level of interaction between students and professors. Results showed that the university's image has a direct and significant impact on students' satisfaction, sense of identity, and loyalty, but the direct relationship between student satisfaction and their loyalty was not significant. Furthermore, the indirect role of student satisfaction increased the impact of the university's image on loyalty, but the indirect role of satisfaction in the relationship between the university's image and sense of identity, as well as the indirect role of sense of identity in the relationship between satisfaction and loyalty, were not confirmed.

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History

  • Receive Date: 10 November 2025
  • Revise Date: 09 December 2025
  • Accept Date: 21 April 2026

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