The purpose of this study is to examine the associations among relationship cultivation strategies, relational outcomes, and reputation in the context of higher education institutions in conflict zones. A survey of 450 students from two private universities in Yemen was conducted to test a proposed study model. The study uses structural equation modeling (SEM) to analyze relationships among model constructs. The findings confirm the strong mediating role of relationship outcomes in predicting organizational reputation, but also reveal that relationship cultivation strategies can have direct effects on reputation. The study further discusses situational factors that may have influenced students’ perceptions of organizational reputation, ranging from the ongoing military conflict and the deterioration of the economy to changes in tuition fees.

本研究的目的是在冲突地区的高等教育机构的背景下研究关系培养策略，关系结果和声誉之间的关联。对也门两所私立大学的450名学生进行了一项调查，以检验拟议的学习模式。该研究使用结构方程模型（SEM）分析模型构造之间的关系。这些发现证实了关系结果在预测组织声誉中的强大中介作用，但同时也揭示了关系培养策略可以对声誉产生直接影响。该研究进一步讨论了可能影响学生对组织声誉的感知的情境因素，从持续的军事冲突和经济恶化到学费变化。