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

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.