Abstract:

This research is looking for the relationship between corporate reputation and organizational commitment. The research is based on the configuration theory as a theoretical framework. The theory suggests that high organizational performance can be achieved through configurations produced by different methods. In the configuration theory approach, organizational commitment is high, and therefore organizational affiliation is developed, the employment performance of employees is expected to increase. Organizational commitment is of key importance for all configurations that will improve the organizational performance. The research was collected through the survey of the data carried out in two educational institutions (state and private). Research results have shown that the perception of corporate reputation has a strongly positive impact on the feeling of organizational commitment. The employees of institutions recognized by internal stakeholders develop a strong organizational affiliation, which has been a concrete indication that organizational performance configurations can be maximized in institutions that build a positive reputation. Workers have developed organizational affiliation in institutions where their reputation is positively perceived, so the result is that the organizational performance configurations will produce strong outcomes in institutions with positive reputation. On the other hand, it appears that those in the top and middle-level management positions in the organization, and those with a higher income, both perceive their reputation more positively and their organizational commitments are more advanced.

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