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Does organizational reputation matter in Pakistan’s higher education institutions? The mediating role of person-organization fit and person-vocation fit between organizational reputation and turnover intention

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  • Abdul Samad kakar

    (Universiti Teknologi Malaysia)

  • Nur Naha Abu Mansor

    (Universiti Teknologi Malaysia)

  • Roselina Ahmad Saufi

    (Universiti Malaysia Kelantan)

Abstract

Drawing on social identity theory (SIT), signaling theory, and attraction-selection-attrition (ASA) model, we proposed and developed a model linking organizational reputation to turnover intention, both directly and indirectly through person-vocation fit (P-V fit) and person-organization fit (P-O fit). The model was tested using partial least squares structural equation modeling (PLS-SEM) on a sample of 250 full-time faculty members from Pakistan’s higher educational institutions. The findings supported the model and found that organization reputation had a negative and direct influence on turnover intention and positive impact on P-V fit and P-O fit. P-O fit and P-V fit, in turn, had negative relationships with faculty turnover intention. Moreover, the study revealed that P-O fit and P-V fit partially mediated the negative relationship between organizational reputation and faculty turnover intention. The findings of the study has important practical implications for the adoption of marketing concepts in non-profit seeking organizations, especially in higher educational institutions. The practical and theoretical implications and some interesting avenues for future research are discussed at the end of the study.

Suggested Citation

  • Abdul Samad kakar & Nur Naha Abu Mansor & Roselina Ahmad Saufi, 2021. "Does organizational reputation matter in Pakistan’s higher education institutions? The mediating role of person-organization fit and person-vocation fit between organizational reputation and turnover ," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 151-169, March.
  • Handle: RePEc:spr:irpnmk:v:18:y:2021:i:1:d:10.1007_s12208-020-00266-z
    DOI: 10.1007/s12208-020-00266-z
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    3. Anita Kéri & Erzsébet Hetesi, 2022. "Is it only the university they are satisfied with? – Foreign student satisfaction and its effect on loyalty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 601-622, September.

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