Investigating the Effect of Organizational Identity on Loyalty and Tendency to Repeat Customer Repurchase with Motivation

Organizational identity is one of the most challenging issues in organizations which heavily influences their development. Universities are no exception to this in their attempt to enroll more students in the present competitive situation. The present study aimed at analyzing the effect of organizational identity on the loyalty of students and their willingness to stay longer with the university and participate in the sport activities, taking into account the motivation as an intervening variable. The study was applied in nature and the field data were collected through questionnaires. A sample of 162 participants were selected from the population of 285 people based on Morgan’s Table. Kolmogorov-Smirnov Test was used to analyze the obtained data and control the normality of distributions. In order to evaluate the research hypothesis, correlation test was employed and eventually, structural equation modeling (SEM) was used to test the conceptual model of the study using SPSS and LISREL software. Findings suggested that the components of organizational identity had a significant effect on the students’ motivation and as a result, on their loyalty and repeating purchase. It was also found that customers’ motivation had a significant effect on their loyalty and continuous participation in sport activities. The organizational identity is recommended as one of the most important factors affecting the success in enrollment of more students in universities and higher education centers.