The effect of university performance on university brand loyalty with the role of mediating variables of attitude towards university and faculty (Case study of students of Islamic Azad University of North Tehran)

The process of globalization of the labor market and ease of international communication has made the graduate market a competitive market and has revealed the need for university management as a brand. Students as customers in this market are looking for organizations that meet their needs in the best possible way. Hence, universities are also seeking to satisfy their students. In fact, the high number of loyal students has become a prominent competitive advantage, which guarantees the survival of the institution and provides the field for university development in the long run. The present study investigates the impact of university performance on university brand loyalty and the effect of mediator's attitude toward university in the relationship between university performance and loyalty to college and university. This research is a descriptive - survey method is a questionnaire and a descriptive-survey method. It includes students of Islamic Azad University, Tehran North Branch. Data were collected from 381 students in the Azad University of North Tehran Branch. In this study, data analysis was done using descriptive statistics of SPSS software. The reliability of the variables is higher than Cronbach's alpha coefficient is greater than 0/7. Convergent and divergent content validity has been used. The Kolmogrov-Smirnov test was used to examine the normal variables and the equations modeling was used to test the hypotheses of the research. The results showed that the university's performance on university loyalty was positive and it was also determined that the university's performance on student's attitude toward college and university had a positive effect and attitude had a positive effect on student loyalty. At the end, there were also suggestions on improvement of university performance in order to improve students' attitude. And increase their loyalty.