Abstract:

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.

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