The Impact of Organizational Image on Enhancing Performance and Employee Participation in Universities: A Structural Equation Modeling Approach

Normal 0 false false false EN-US X-NONE FA /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:Arial; mso-bidi-theme-font:minor-bidi; mso-bidi-language:FA;} Normal 0 false false false EN-US X-NONE FA /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri",sans-serif; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:Arial; mso-bidi-theme-font:minor-bidi; mso-bidi-language:FA;} Abstract Every organization has a positive or negative image, and this is also true for academic institutions. Currently, a positive organizational image is essential for the survival and strategic success of academic institutions. Specifically, research efforts are focused on the process of identification and the role that a positive organizational image plays in enhancing employee recognition and commitment to the organization they work for. The present study aimed to examine the impact of organizational image on employee engagement and performance among staff at Payame Noor University in South Khorasan Province. This research is descriptive-correlational in nature, using structural equation modeling. The data and results of this study were analyzed using AMOS software. The statistical population consisted of all employees of Payame Noor University in South Khorasan, totaling approximately 130 individuals according to the Human Resources Unit. Simple random sampling was used in this study, and based on Morgan's table, 97 individuals were selected as the sample size, with 73 questionnaires returned. Standardized questionnaires were employed for data collection, and their validity and reliability were confirmed. The data analysis results indicated that the perceived external image significantly and positively affects employee engagement and performance. Additionally, employee engagement has a direct and significant effect on overall employee performance as well as on its subscales (organizational, individual, and team performance (