بررسی رابطه کیفیت ارائه خدمات با رضایت و نگرش دانشجویان از تصویر دانشگاه (مطالعه موردی دانشگاه سمنان)
الموضوعات : مدیریت تحقیق و توسعهرضا شهریاری پور 1 , سیاوش طالع پسند 2
1 - دانشگاه سمنان
2 - دانشگاه سمنان
الکلمات المفتاحية: کیفیت خدمات رضایت نگرش دانشجویان تصویر دانشگاه دانشگاه سمنان,
ملخص المقالة :
هدف از این پژوهش بررسی رابطه کیفیت ارائه خدمات با رضایت و نگرش دانشجویان از تصویر دانشگاه بود. طرح پژوهش حاضر از نوع همبستگی - توصیفی بود. جامعه آماری پژوهش کلیه دانشجویان در مقاطع مختلف تحصیلی دانشگاه سمنان بودند، حجم نمونه به دست آمده برابر با 170 نفر بود که برای به دست آوردن آن از روش نمونه گیری تصادفي طبقه اي استفاده شد. شرکت کنندگان پرسشنامه کیفیت خدمات، پرسشنامه میزان رضایت دانشجویان، پرسشنامه نگرش دانشجویان از تصویر دانشگاه را تکمیل کردند. داده ها با استفاده از آزمون همبستگی و تحلیل مسیر تجزیه و تحلیل شدند. بر اساس یافته ها، اثر ساختاری، همدلی، اطمیناندهی، پاسخ گویی و قابلیت اعتماد از ابعاد کیفیت خدمات بر رضایت و نگرش دانشجویان از تصویر دانشگاه، تایید شد؛ همچنین، نتایج تحلیل مسیر، ضمن تایید وجود اثر ساختاری معنادار، رضایت دانشجویان بر نگرش دانشجویان از تصویر دانشگاه؛ نشان داد که، رضایت دانشجویان، در رابطه ساختاری، کیفیت خدمات با نگرش دانشجویان از تصویر دانشگاه، نقش واسطه ای مثبتی دارد.
المصادر:
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Aydin S, Ozer G. (2005). The Analysis of Antecedents of Customer Loyalty in Turkish Mobile Telecommunication Market. Eur. J. Mark.: 7/8: 910–925. #
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Aydin S, Ozer G. (2005). The Analysis of Antecedents of Customer Loyalty in Turkish Mobile Telecommunication Market. Eur. J. Mark.: 7/8: 910–925. #
Barnes, B. R. (2007). Analyzing service quality: The case of postgraduate Chinese students. Total Quality Management and Business Excellence. ; 18 (3-4):313-319. #
Baron, Angela (2011). Measuring Human Capital. Strategic HR Review, Vol. 10, No. 2, pp. 30-35. #
Bennett, R., & Ali-Choudhury, R. (2009). Prospective students’ perceptions of university brands: An empirical study. Journal of Marketing for Higher Education, 19 (1), 85-107. #
Bick, G., Jacobson, M., & Abratt, R. (2013). The effect of educational quality on the performance improvement. Journal of Marketing Management, 19(5), 835–855. #
Brown J, Dacin P. (1997). The Company and the Product: Corporate Associations and Consumer Product Responses. J. Mark. 61: 68–84. #
Curtis, T., Abratt, R., & Minor, W. (2009). Corporate brand management in higher education: the case of ERAU. Journal of Product and Brand Management, 18(6), 404–413. #
Chua, C. (2004). Perception of quality in higher education. Australia: AUQA Occasional Publication. #
De Jager, J. W., & Gbadamosi, G. (2009). Specific remedy for specific problem: measuring service quality in South African higher education. Higher Education, 60(3), 251–267. #
Dichter, E. (1985). What’s in an image? The Journal of Consumer Marketing, 2(1), 75–79. #
Douglas, J., McClelland, R. and Davies, J.,(2008), The Development of Conceptual Model of Student Satisfaction with Their Experience in Higher Education, Quality Assurance in Education, vol. 16, no. 1, pp. 19-35. #
Duarte, P.O., Alves, H.B, & Raposo, M.B. (2010). Understanding university image: A structural equation model approach. International Review on Public and Non-Profit Marketing, 7(4), 21-36. #
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Feizy, k. Tatari, s. (2004). Improve service quality in airline flights Islamic Republic of Iran (a survey Based on Quality of Service). Tourism Studies, No. 5, pp. 60-53 [Persian].#
Gbadamosi, G., & De Jager, J. (2009). What you see is what you get: service quality, tudents’ perceptions and satisfaction at South African universities. South Africa Journal of Higher Education, 23(5), 877–893. #
Ghalavandi, H, Beheshtirad, R., and ghalehi. A. (2012), Investigation of Quality of educational services Orumiyeh based on SERVQUAL model. Process management and development, No. 25, pp. 66-49. [Persian].#
Gitman, Lawrence J. & McDaniel, C. (2005). The future of business: the essentials. Mason, Ohio: South-Western. #
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Ham, Leugenia and Hayduk, Steven. (2003). Gaining Competitive Advantages in Higher Education the Gap between Expectations and Perceptions of Service Quality, Internation"al Journal of Value_Based Management, volum 16, number 3, pp: 223-242. #
Ham L. C. (2003). Service Quality, Customer Satisfaction, and Customer Behavioral Intentions in Higher Education", A Dissertation for the Degree of Doctor of Business. http://proquest.umi.com. #
Hatamifar, K., Kakojoibari, A A., & Sarmadi, MR., (2013). Studying Student Satisfaction of Student Services in Payame Noor University. Journal of Research and Planning in Higher Education, Issue 70, pp. 139-117 [Persian]. #
Hak Lee, J., Hyun-Duck, K., Yong Jae. K., & Michael, S. (2009). Journal of Retailing and Consumer Services, 16 (5). #
Hill Y., Lomas L. (2003). Student’s perceptions of quality in higher education. Quality Assurance Education. 11 (1), 15-20. #
Hosseini, M. H., & Farhady Nahad, R. (2013). Identifying measurement scales of university brand mental image. Educational Measurement Quarterly, 8, 109-134 [Persian]. #
Huddleston, T.J., & Karr, M.B. (1982). Assessing college image. College and university, 57(4), 364-370. #
Izadi, S., Salehi, E., & Gharehbaghi, M.M. (2008). Evaluation of student satisfaction according to EFQM model customer oriented criteria (Case study of Mazandaran University). Journal of Higher Education Association, (3), 19-53 [Persian]. #
Jafari, M, and Soltani, M. (2015).Investigation of Quality of educational services Orumiyeh based on SERVQUAL model satisfaction of the employees covered by insurance, by SERVQUAL Model.Police Organizational Development, No. 54, pp. 60 -50 [Persian]. #
James, R., Baldwin, G. and McInnis, C. (1999), Which University? The Factors Influencing the Choices of Prospective Undergraduates, Centre for the Study of Higher Education, University, Centre for the Study of Higher Education, University of Melbourne, Melbourne. #
Karimy, Y. (2001). Attitude and Attitude change. Tehran: Nashr-e-Virayesh Publication [Persian]. #
Kavousi, Z; Rahimi, H; Ghanbari, P; Haidar, l and bahmaniy, J. (2014). Investigation of Quality of educational services Orumiyeh based on SERVQUAL model the gap of quality educational services from the perspectives of students Shiraz University of Medical Sciences. Sadra Medical Sciences: Volume 2, Issue 2; pp. 72-161[Persian]. #
Kebriaei, A., & Roudbari, M., (2005). The Quality Gap in Educational Services Zahedan University of Medical Sciences: The Students' Views of the Present and Desirable Situation. Iranian Journal of Medical Education, Volume 5, Issue 1, pp.61-53[Persian]. #
Kennedy, S. H. (1977). Nurturing corporate image. European Journal of Marketing, 11(3), 120-164. #
Khan, H., & Matley, H. (2009). Implementing service excellence in higher education. Education and Training, 51(8/9), 769–780. #
Lewicka, D. (2011). Creating Innovative Attitudes in an Organisation Comparative Analysis of Tools Applied in IBM Poland and ZPAS Group. Vol. 1, No. 1, p1-12. #
Laura M., Arpan, Arthur A., Raney, Suzanne zivnuska. (2003) "A cognitive approach to understanding university iamge", Corporate Communication: An Internationak Journal, Vol, 8, No.2, pp.97-113. #
Mac Kalvf and Grmlr, (1999). The Validity of Use‟, 1997, Journal of Educational Psychology, vol. 52, no. 11, pp. 1218-1225. #
Maja, A.; Selma, K. & Muris, C. (2014). Students’ Perceptions about Role of Faculty and Administrative Staff in Business Education Service Quality Assessment. Trieste/Market, 26, 93-108. #
Manuel N. (2008). Customer perception of service quality at the business studies unit of the Durban University of Technology, Research project. #
Mirfakhroldini, S. H., Oliya, M.S., & Jamali, R. (2009). Reengineering quality management in higher education institutions (Case study: Yazd University graduate students).Quarterly Journal of Research and Planning in Higher Education, (53), 131-157 [Persian]. #
Moghimi, S M., & Ramezan, M., (2011). Bulletin Management (Volume 12). Tehran: Publications Rahdan [Persian]. #
Moogan, Y. J., Baron, S., & Bainbridge, S. (2001). Timings and trade-offs in the marketing of higher education courses: a conjoint approach. Marketing Intelligence & Planning, 19(3), 179–187. #
Mostafa, Mohamed M. (2006). A Comparison of SERVQUAL and I-P Analyzsis Measuring and Improving Service Quality in Egyptian Private Universities, Journal of Marketing for Higher Education ,volum16, number 2, pp: 83-104. #
Mueller, Ralph, O., (2011). The Basic Foundations Structural Equations Modeling: The Introduction of LISREL And EQS Software. Translation: Siavash Talepasand. Semnan: Semnan University. #
Munteanu, C., Ceobanu, C., Bobalca, C., & Anton, O. (2010). An analyses of customer satisfaction in a higher education context. International Journal of Public Sector Management, 23(2), 124–140. #
Naik CNK, Gantasala SB, Prabhakar GV. (2010). Servqual, Customer Satisfaction and Behavioural Intentions in Retailing European. Journal of Social Sciences. Volume 17, Number 2. #
Nordensvard, J. (2011). The consumer metaphor versus the citizen metaphor: different sets of roles for students. #
Oliveria, Jose De Otavio .(2009). Adaptation and application of the SERVQUAL scale in higher education. #
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consum er Perceptions of Service Quality. Journal of Retailing, 64 (1), 12-40. #
Peter, S., Michael, H. & Debra, H. (2000). Why do they leave, why dothey stay? Perception of service quality at a new university. ANZMAC: 1197-2000. #
Rastegar, A A., Mohammadi Hosseini, S A., & Dehghani Soltani, M., (2015). Image Credit Impact on The Attitudes Students about Increasing Educational Performance: The Role of moderator of The Quality of Education. Journal of Research and Planning in Higher Education, Volume 21, Issue 1, pp. 109-83[Persian]. #
Richard, E. & Adams J. N. (2006). Assessing college student perceptions of instructor customer service to student’s questionnaire: Assessment in higher education. J Assess Evalu High Educ.; 31 (5):535-49. #
Rowley, J. (2003), “Retention: rhetoric or realistic agendas for the future of higher education”, The International journal of Educational Management, Vol. 17 No.6, pp.248-53. #
Sahney S. D., Banwet K., & Karunes S. (2006) .An integrated framework for quality in education: Application of quality function deployment, interpretive structural modeling and path analysis, Total Quality Management; 17(2), 265-285. #
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