Kaynak Temelli Teori Çerçevesinde Örgütsel İmaj ve Öğrenci Sadakati Arasındaki İlişki

Yıl 2021, Cilt: 23 Sayı: 41, 443 - 458, 31.12.2021

Burak Özdemir Hamid Murad Özcan

Öz

Bu araştırma, kaynak temelli teori kapsamında örgütsel imaj ile öğrenci sadakati arasındaki ilişkiyi araştırmayı amaçlamaktadır. Örgütsel imaj, somut (spor imajı, genel görünüm ve altyapı imajı, eğlence ve barınma-beslenme imajı) ve soyut (kalite ve program imajı, sosyal ortam imajı) imaj olmak üzere iki açıdan incelenmiştir. Öğrenci sadakati, örgütsel özdeşleşme, kararlılık ve kendini adama olarak kavramsallaştırılmıştır. Kolayda örnekleme yöntemi kullanılarak 326 üniversite öğrencisinden veri elde edilmiştir. Araştırma sonuçları, kalite ve program imajının öğrenci sadakatinin tüm boyutlarını olumlu yönde etkilediğini göstermiştir. Ayrıca sosyal ortam imajı, öğrenci sadakatinin örgütsel özdeşleşme ve kararlılık boyutlarını olumlu yönde etkilemektedir. Sonuçlara göre, örgütsel imajın soyut yönünün öğrenci sadakatini olumlu yönde etkilediği tespit edilmiştir. Kaynak temelli teori kapsamında örgütsel imajın soyut yönünün öğrenci sadakatini geliştirerek üniversitelere rekabet avantajı sağlayabileceği ortaya konmuştur.

Anahtar Kelimeler

Kaynak Temelli Teori, Öğrenci Sadakati, Örgütsel İmaj, Üniversite İmajı

The Relationship Between Organizational Image and Student Loyalty within the scope of Resource-Based Theory

Öz

This research aims to investigate the relationship between organizational image and student loyalty within the scope of resource-based theory. Organizational image were examined in two aspects: tangible (sports image, general outlook and physical infrastructure image, entertainment and accommodation-food image) and intangible (quality and program image, social atmosphere image). Student loyalty was conceptualized as organizational identification, determination and self-commitment. Data were obtained from 326 university students by using convenience sampling method. This study showed that quality and program image positively affects all dimensions of student loyalty. Besides, social atmosphere image positively affects organizational identification and determination dimensions of student loyalty. The results indicated that intangible aspect of organizational image affects student loyalty positively. In that sense, it was suggested that intangible aspect of organizational image might provide competitive advantage to universities by enhancing student loyalty within the scope of resource-based theory.

Anahtar Kelimeler

Resource-Based Theory, Student Loyalty, Organizational Image, University Image

Kaynakça

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