Yükseköğretimde Hizmet Kalitesi ve Öğrenci Memnuniyeti: Görsel Haritalama Tekniği ile Bibliyometrik Analiz

Yükseköğretimde hizmet kalitesi araştırmaları gelişen teknoloji, değişen çevre ve öğrenci profili nedeniyle sürekliliğini korumaya devam etmektedir. Öğrenci memnuniyeti, yükseköğretim kurumlarının en önemli hedeflerinden biri haline gelmiştir. Bu nedenle çalışma, dünya genelinde yükseköğretimde hizmet kalitesi ve öğrenci memnuniyetini bir arada değerlendiren araştırmalara görsel haritalama ve bibliyometrik analiz yöntemi ile bütüncül bir bakış açısı sunmayı amaçlamaktadır. Bu amaçla Web of Science veri tabanında 119 çalışma belirlenmiş ve VOSviewer programı ile analiz edilmiştir. Araştırma sonucunda çoğu Asya ülkelerinden ve eğitim araştırmaları kategorisinde olmak üzere 47 ülkeden bilim insanının çalışma yaptığı belirlenmiştir. Ayrıca çalışmaların çeşitli hizmet kalitesi ölçekleri kullanılarak anket yöntemiyle yürütüldüğü gözlemlenmiştir. Özellikle 2021 yılında yapılan araştırma sayısının toplam bilimsel üretimin yaklaşık %20’sini temsil ettiği, trendin devam etmesi halinde önümüzdeki yıllarda da artmaya devam edeceği söylenebilir.

Anahtar Kelimeler:

Hizmet pazarlaması, hizmet kalitesi, öğrenci memnuniyeti, görsel haritalama, bibliyometrik analiz

Service Quality and Student Satisfaction in Higher Education: Bibliometric Analysis with Visual Mapping Technique

Service quality research in higher education continues to maintain continuity due to developing technology, changing environments and student profiles. Therefore, student satisfaction has become one of the most important goals of higher education institutions. For this reason, the study aims to provide a holistic view of the research that evaluates service quality and student satisfaction in higher education worldwide with visual mapping and bibliometric analysis methods. For this purpose, 119 studies were identified in the Web of Science database and analyzed with the VOSviewer program. As a result, it was determined that scientists from 47 countries, mainly from Asian countries and in educational research, conducted a study. In addition, it has been observed that the studies were carried out by questionnaire method using various service quality scales. Therefore, it can be said that the number of studies carried out primarily in 2021 represents approximately 20% of the total scientific production. If the trend continues, it will increase in the coming years.

Keywords:

Service marketing, service quality, student satisfaction, visual mapping, bibliometric analysis,

PDF

___

Ali, F., Zhou, Y., Hussain, K., Nair, P. K., & Ragavan, N. A. (2016). Does higher education service quality effect student satisfaction, image and loyalty? A study of international students in Malaysian public universities. Quality assurance in education. 24(1), 70-94.
Alves, H. & Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73-85.
Artsın, M. (2020). Bir metin madenciliği uygulaması: Vosvıewer. Eskişehir Teknik Üniversitesi Bilim ve Teknoloji Dergisi B-Teorik Bilimler, 8(2), 344-354.
Berry, L. L., & Bendapudi, N. (2007). Health care: a fertile field for service research. Journal of service research, 10(2), 111-122.
Bitner, M. J. (1995). Building service relationships: It's all about promises. Journal of the Academy of marketing science, 23(4), 246-251.
Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher education, 58(1), 81-95.
Cardona, M. M., & Bravo, J. J. (2012). Service quality perceptions in higher education institutions: the case of a colombian university. Estudios gerenciales, 28(125), 23-29.
Casidy, R. (2014). Linking brand orientation with service quality, satisfaction, and positive word-of-mouth: Evidence from the higher education sector. Journal of Nonprofit & Public Sector Marketing, 26(2), 142-161.
Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal. 26(5), 1533-1549.
Çınkır, Ş., Yıldız, S., ve Kurum, G. (2021). Yüseköğretimde hizmet kalitesi ölçeğinin geliştirilmesi: Geçerlik ve güvenirlik çalışması. Yükseköğretim Dergisi, 11(1), 161–173.
Dalati, S., & Al Hamwi, S. E. (2016). Sustainable development in higher education through service quality and price fairness: empirical evidence from private universities in Syria. Entrepreneurship and Sustainability Issues, 4(1), 25.
de Jager, J., & Gbadamosi, G. (2013). Predicting students' satisfaction through service quality in higher education. The International Journal of Management Education, 11(3), 107-118.
Ellegaard, O., & Wallin, J. A. (2015). The bibliometric analysis of scholarly production: How great is the impact?. Scientometrics, 105(3), 1809-1831.
Fellnhofer, K. (2019). Toward a taxonomy of entrepreneurship education research literature: A bibliometric mapping and visualization. Educational Research Review, 27, 28-55.
Giner, G. R., & Rillo, A. P. (2016). Structural equation modeling of co-creation and its influence on the student’s satisfaction and loyalty towards university. Journal of Computational and Applied Mathematics, 291, 257-263.
Gokhale, A., Mulay, P., Pramod, D., & Kulkarni, R. (2020). A bibliometric analysis of digital image forensics. Science & technology libraries, 39(1), 96-113.
Gruber, T., Fuß, S., Voss, R., & Gläser‐Zikuda, M. (2010). Examining student satisfaction with higher education services: Using a new measurement tool. International journal of public sector management. 23(2), 105-123.
Guilbault, M. (2016). Students as customers in higher education: reframing the debate. Journal of Marketing for Higher Education, 26(2), 132-142.
Gummesson, E. (2002). Relationship marketing in the new economy. Journal of relationship marketing, 1(1), 37-57.
Hill, F.M. (1995), “Managing service quality in higher education: the role of the student as primary consumer”, Quality Assurance in Education, 3(3), 10-21.
Jiewanto, A., Laurens, C., & Nelloh, L. (2012). Influence of service quality, university image, and student satisfaction toward WOM intention: A case study on Universitas Pelita Harapan Surabaya. Procedia-Social and Behavioral Sciences, 40(1), 16-23.
Kuo, Y. K., & Ye, K. D. (2009). The causal relationship between service quality, corporate image and adults' learning satisfaction and loyalty: A study of professional training programmes in a Taiwanese vocational institute. Total Quality Management, 20(7), 749-762.
Lal, V., & Varaprasad, G. (2020). A meta-analytic review of student satisfaction studies in higher education. In 2020 International Conference on System, Computation, Automation and Networking (ICSCAN) (ss. 1-4). Temmuz 2020, IEEE.
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., Altman, D., Antes, G., ... & Tugwell, P. (2009). Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement (Chinese edition). Journal of Chinese Integrative Medicine, 7(9), 889-896.
Nadiri, H., Kandampully, J., & Hussain, K. (2009). Students' perceptions of service quality in higher education. Total Quality Management, 20(5), 523-535.
Osman, A. R., & Saputra, R. S. (2019). A pragmatic model of student satisfaction: A viewpoint of private higher education. Quality Assurance in Education. 27(2), 142-165.
Parasuraman, A. (2002). Service quality and productivity: a synergistic perspective. Managing Service Quality: An International Journal. 12(1), 6-9.
Rehman, M. A., Woyo, E., Akahome, J. E., & Sohail, M. D. (2020). The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions. Journal of Marketing for Higher Education, 1-19.
Sadeh, E., & Garkaz, M. (2015). Explaining the mediating role of service quality between quality management enablers and students' satisfaction in higher education institutes: the perception of managers. Total Quality Management & Business Excellence, 26(11-12), 1335-1356.
Sakthivel, P.B., Rajendran, G. & Raju, R. (2005), "TQM implementation and students' satisfaction of academic performance", The TQM Magazine, 17(6), 573-589.
Santos, G., Marques, C. S., Justino, E., & Mendes, L. (2020). Understanding social responsibility’s influence on service quality and student satisfaction in higher education. Journal of cleaner production, 256, 120597.
Shafique, M. (2013). Thinking inside the box? Intellectual structure of the knowledge base of innovation research (1988–2008). Strategic Management Journal, 34(1), 62-93.
Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: the service encounter. Journal of marketing, 49(1), 99-111.
Subrahmanyam, A. (2017). Relationship between service quality, satisfaction, motivation and loyalty. Quality assurance in education. 25(2), 171-188.
Van Eck, N., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. scientometrics, 84(2), 523-538.
Vargo, S. L., & Lusch, R. F. (2004a). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
Vargo, S. L., & Lusch, R. F. (2004b). The four service marketing myths: remnants of a goods-based, manufacturing model. Journal of service research, 6(4), 324-335.
Wilkins, S., & Balakrishnan, M. S. (2013). Assessing student satisfaction in transnational higher education. International Journal of Educational Management. 27(2), 143-156.
Yıldız, S. ve Çilingir, Z. (2010). Elektronik pazarlamada müşteri sadakatinin geliştirilmesi: Karadeniz Teknik Üniversitesi öğrencileri üzerine bir araştırma. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 19(1), 2010, 412-428.
Yılmaz, K., & Temizkan, V. (2022). The Effects of Educational Service Quality and Socio-Cultural Adaptation Difficulties on International Students’ Higher Education Satisfaction. SAGE Open, 12(1), 1-18.
Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science, 28(1), 67-85.
Zemigala, M. (2019). Tendencies in research on sustainable development in management sciences. Journal of cleaner production, 218, 796-809.
Zhang, L., Carter Jr, R. A., Qian, X., Yang, S., Rujimora, J., & Wen, S. (2022). Academia's responses to crisis: A bibliometric analysis of literature on online learning in higher education during COVID‐19. British Journal of Educational Technology. 1-27.
Zupic, I., & Čater, T. (2015). Bibliometric methods in management and organization. Organizational research methods, 18(3), 429-472.