عنوان المقالة: The effect of relationship cultivation strategies on organizational reputation in conflict zones: The case of Yemeni private universities
Hatim A. Al-salhi ; Kareem El Damanhoury & Salwa Alawadly
Abstract
The purpose of this study is to examine the associations among relationship cultivation strategies, relational
outcomes, and reputation in the context of higher education institutions in conflict zones. A survey of 450
students from two private universities in Yemen was conducted to test a proposed study model. The study uses
structural equation modeling (SEM) to analyze relationships among model constructs. The findings confirm the
strong mediating role of relationship outcomes in predicting organizational reputation, but also reveal that
relationship cultivation strategies can have direct effects on reputation. The study further discusses situational
factors that may have influenced students’ perceptions of organizational reputation, ranging from the ongoing
military conflict and the deterioration of the economy to changes in tuition fees.
حاتم علي حيدر الصالحي | Hatim Ali Hyder Alsalhi | 3385