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

Abstract

Background and Objective: This study aimed to examine the organizational image of Kurdistan University from the students’ perspective and to determine its correlation with students’ identity, satisfaction, and loyalty.
research methodology: A quantitative descriptive-correlational research design was employed. The statistical population comprised 12,000 students, from whom 628 were selected via stratified random sampling. Data were collected using four validated questionnaires measuring university image, student identity, satisfaction, and loyalty. The validity and reliability of the instruments were confirmed through confirmatory factor analysis.
Findings: Analyses showed that background variables such as gender and place of residence had no significant effect on the results, likely due to a uniform organizational culture and broad managerial policies. Differences in satisfaction and loyalty across faculties were linked to variations in educational standards, faculty culture, and student-instructor relationships. Structural equation modeling revealed that university image had a significant direct effect (0.767) on student satisfaction, identity, and loyalty. The direct relationship between satisfaction and loyalty was not significant. The indirect role of satisfaction in the relationship between university image and loyalty was confirmed; however, the indirect role of satisfaction in the relationship between image and identity, and the indirect role of identity in the relationship between satisfaction and loyalty, were not supported.
Conclusion: Universities that effectively manage their organizational image and fulfill their promises can ensure long-term student satisfaction and loyalty. Continuous evaluation and management of organizational image, identity, and loyalty are essential.

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References

References
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Applied Educational Leadership
Volume 7, Issue 1
April 2026
Pages 1-15

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History

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

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