From satisfaction to Alumni relational commitment: the mediating role of organizational identification in Moroccan public higher education

Résumé

This study is set in the context of Moroccan higher education and examines the determinants of alumni relational commitment to their university. To this end, a conceptual model was proposed and tested on a sample of 258 graduates from Moroccan public universities, divided between open-access and regulated-access institutions. The model articulates a triangular relationship between satisfaction, organizational identification, and relational commitment. Data were collected through a questionnaire and analyzed using structural equation modeling (SEM).

The findings validate the proposed model, highlighting the pivotal role of organizational identification in alumni relational commitment. They also confirm the direct effect of satisfaction on commitment, while revealing that organizational identification acts as a mediating variable between satisfaction and commitment. Furthermore, a test was conducted to examine whether the admission modality (open vs. regulated) moderates the relationship between organizational identification and relational commitment. The interaction terms were not statistically significant, indicating that no moderation effect was found, and organizational identification similarly influences commitment in both contexts.

These results emphasize the importance for universities of building lasting relationships with their students by fostering a sense of belonging and ensuring the overall quality of their experience. By simultaneously strengthening satisfaction and identification with the institution, universities can encourage sustainable commitment behaviors among their alumni.

Classification JEL: M31, I23

Paper type: Empirical Research