Identifying and role review of effective social factors on organizational reputation of the employees of Islamic Azad University of East Tehran branch through using analytic hierarchy process (AHP)

Subject Areas : social psychology

Sedighe Tootian Isfahani ¹ (Assistant Professor, Department of Accounting and Management, Faculty of Humanities, Islamic Azad University, Tehran East Branch, Tehran, Iran)
Faranak Khodayari ² (Assistant Professor, Department of Management, Faculty of Humanities, Islamic Azad University, Firuzkuh Branch, Tehran, Iran)
Yosef Azizi ³ (MA Student, Department of Public Management, Faculty of Humanities, Islamic Azad University, Research and Sciences Branch, Tehran, Iran)

Received: 2017-05-12 Accepted : 2018-05-04 Published : 2018-05-22

Keywords: organizational reputation, Social Factors, Analytic Hierarchy Process (AHP), Islamic Azad University,

Abstract :

Organizational reputation represents the value of public relations in the organization, which is a one of the most important and essential issues in organizational progress. This research aimed to identifying and role review of effective social factors on organizational reputation of the employees of Islamic Azad University. In a descriptive - analytical study from employees of Islamic Azad University of east Tehran branch in 2016 year, 113 people were selected through stratified sampling method. Data collected with questionnaires of social factors and organizational reputation and analyzed through using of paired comparison matrix and analytic hierarchy process (AHP) methods. The findings showed that expertise, trust capability, fame, organization management, financial function and organization responsibility, respectively were identified as effective factors on the organizational reputation of the employees of Islamic Azad University and this factors had a significant role in their organizational reputation (P<0/05). Regarded to results to improve the organizational reputation could increase respectively the level of expertise, trust capability, fame, organization management, financial function and organization responsibility through workshop.