Yükseköğretimde Öğrenci Tatmini ve Sadakat İlişkisi: Kurumsal İmaj Algısının Aracı Rolü

Eğitim kurumlarında öğrenciler kurumun temel müşterileri olarak kabul edilmekte ve eğitim hizmetleri de pazarlanabilir olarak görülmektedir. Ülkelerin kalkınmalarında hayati önemi olan Yükseköğretim kurumlarında öğrencilerin beklentilerinin karşılanması veya aşılması gerekmektedir. Bu çalışmada, insan yaşamında her geçen gün daha fazla önem kazanan eğitim hizmet sektöründe, öğrenci tatmininin sadakate etkisi ve bu etkide kurum imajı algısının aracı rolü belirlenmeye çalışılmıştır. Araştırma verileri kolayda örnekleme yöntemi ile 103 öğrenciye Beşli Likert Ölçeği kullanılarak uygulanan elektronik anket neticesinde elde edilmiştir. Verilerin analizinde SPSS ve AMOS paket programı kullanılmış olup öğrenci tatmini, kurumsal imaj algısı ve sadakat değişkenlerine güvenirlik ve geçerlik analizi uygulanmıştır. Değişkenler arasındaki ilişkiler ise Yapısal Eşitlik Modeli ile test edilmiştir. Yapılan analiz neticesinde öğrenci tatmininin, öğrenci sadakatini pozitif yönde etkilediği ve bu etkide kurum imajı algısının kısmi aracı rolü olduğu tespit edilmiştir.

Relationship Between Student Satisfaction and Loyalty in Higher Education: Mediating Role of Corporate Image Perception

In educational institutions, students are considered as the main customers of the institution and educational services are also seen as marketable. It is necessary to meet or exceed the expectations of students in higher education institutions which are of vital importance in the development of countries. The aim of this study is to determine the mediating role of the corporate image perception in the effect of student satisfaction on loyalty in the education service sector which is becoming more and more important in human life. The research data were obtained as a result of the electronic questionnaire applied to 103 students with the Five-Point Likert Scale. SPSS and AMOS package program were used in the analysis of the data, reliability and validity analysis was applied to the variables of student satisfaction, corporate image perception and loyalty. Relationships between variables were tested using the Structural Equation Model. It was determined that student satisfaction positively affects student loyalty and the perception of corporate image had a partial mediating role in this effect.

Keywords:

Services Marketing, Student Satisfaction, Student Loyalty Corporate Image Perception,

PDF

___

Alves, H. & Raposo, M. (2007). Conceptual model of student satisfaction in higher education. Total Quality Management, 18(5), 571-588.

Alves, H. & Raposo, M. (2010). The influence of university image on student behaviour. International Journal of Educational Management, 24(1), 73-85.

Annamdevula, S. & Bellamkonda, R. S. (2016). Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities: Development of HiEduQual. Journal of Modelling in Management. 11(2), 488-517.

Arambewela, R. & Hall, J. (2009). An empirical model of international student satisfaction, Asia Pacific Journal of Marketing and Logistics, 21(4), 555-569.

Athiyaman A. (1997). Linking student satisfaction and service quality perceptions: the case of university education. European Journal of Marketing, 31(7), 528-540.

Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(2), 94–104.

Baron, R. M. & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.

Brown, R.M. & Mazzarol, T.W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58, 81–95.

Byrne, B. M. (2011). Structural equation modeling with AMOS Basic concepts, applications, and program¬ming (Multivariate Applications Series), Routled¬ge, New York.

Cengiz, E. ve Kırkbir, F. (2007). Yerel halk tarafından algılanan toplam turizm etkisi ile turizm desteği arasındaki ilişkiye yönelik yapısal bir model önerisi. Sosyal Bilimler Dergisi, 1, 19-37.

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.

Çoban, S. (2003). Kurumsal imaj oluşturma aracı olarak sponsorluk ve internet uygulamaları. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(2), 213-229.

Elliott, K. M. & Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24, 197-209.

Eminler, O., Altunışık, R. ve Eskiler, E. (2019), Müşteri Memnuniyeti, Duygusal Yakınlık, Müşteri Sadakati Ve Ağızdan Ağıza Pazarlama Arasındaki İlişkilerin İncelenmesi: Perakende Sektörü Örneği, BMIJ, (2019), 7(4): 1905-1922.

Faizan, A., Yuan, Z., Kashif, H., Kumar, P., Nair, N. & Ari, R. (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), 1-47.

Gertner, D. & Kotler, P. (2004). How can a place correct a negative image?. Place Branding, 1(1), 50–57.

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.

Grönroos, C. (2001). The perceived service quality concept - A mistake?. Managing Service Quality, 11(3), 150-152.

Hair, F. J., Sarstedt, M., Hopkins, L. & Kuppelwieser, G. V. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106-121.

Hassan, S. & Shamsudin, M. F. (2019). Measuring the effect of service quality and corporate image on student satisfaction and loyalty in Higher Learning Institutes of Technical and Vocational Education and Training. International Journal of Engineering and Advanced Technology (IJEAT), 8(5C), 533-538.

Helgesen, O. & Nesset, E. (2007a). What accounts for students’ loyalty? Some field study evidence. International Journal of Educational Management, 21(2), 126-143.

Helgesen, O. & Nesset, E. (2007b). Images, satisfaction and antecedents: drivers of student loyalty? A case study of Norwegian University College. Corporate Reputation Review, 10(1), 38-59.

Hennig-Thurau, T., Langer, M. F. & Hansen, U. (2001). Modeling and managing student loyalty. Journal of Services Research, 3(4), 331-344.

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.

Hu, H., Kandampully, J. & Juwaheer, T. D. (2009). Relationships and impacts of service quality, perceived value, customer satisfaction, and image: an empirical study. The Service Industries Journal, 29(2), 111-125.

Hwang, Y. S. & Choi, Y. K. (2019). Higher education service quality and student satisfaction, institutional image, and behavioral intention. Social Behavior and Personality: an international journal, 47(2), 1-12.

Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31–36.

Koçoğlu, C. M. (2018). Turizm eğitimi veren yükseköğretim kurumlarının itibar bileşenlerinin öğrencilerin memnuniyeti ve tavsiye etme davranışı üzerindeki etkisi. Eskişehir Osmangazi Üniversitesi İİBF Dergisi, 13(2), 23-44.

Köse, İ. A. (2012). Yükseköğretim kurumlarında öğrenci sadakati. Yükseköğretim ve Bilim Dergisi, 2(2), 114-118.

Kotler, P. (2010). Marketing insights from A to Z. (9. Baskı, 209) İstanbul, Mediacat.

Kunanusorn, A. & Puttawong, D. (2015). The Mediating effect of satisfaction on student loyalty to higher education institution. European Scientific Journal (Special Edition), 1, 449-463.

Kuo, Y. & Ye, K. (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 & Business Excellence, 20(7), 749-762.

Narteh, B. (2013). Determinants of students’loyalty in the Ghanaian banking industr. The TQM Journal, 25(2), 153-169.

Nesset, E. & Helgesen, O. (2009). Modelling and managing student loyalty: A study of a Norwegian University College. Scandinavian Journal of Educational Research, 53(4), 327-345.

Oliver, R. L. (2014). Satisfaction: A Behavioural Perspective on the Consumer, Second Edition, Routledge.

Onurlubaş, E. ve Öztürk, D. (2020). Hizmet kalitesinin müşteri memnuniyeti üzerindeki etkisi: butik oteller üzerine bir uygulama. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 11(3), 756-766.

Öztürk, E. ve Faiz, E. (2020). Algılanan öğretim kalitesi ve öğrenci tatmininin öğrenci sadakati üzerindeki etkisi: düzce üniversitesi örneği, Uluslararası Turizm, Ekonomi ve İşletme Bilimleri Dergisi, 4(1), 1-15.

Petruzzellis, L., D’Uggento, A. M. & Romanazzi, S. (2006). Student satisfaction and quality of service in Italian universities, Managing Service Quality, 16(4), 349-364.

Radiman, R., Gunawan, A., Wahyuni, S. F., & Jufrizen, J. (2018). The effect of marketing mix, service quality, islamic values and institutional image on students’ satisfaction and loyalty. Expert Journal of Marketing, 6(2), 95– 105.

Ravald, A. & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30.

Reisinger, Y. & Turner, L. (1999). Structural equation modeling with LISREL: Application in tourism. Tourism Management, 20(1), 71-88.

Rojas-Méndez, J. I., Vasquez-Parraga, A. Z., Kara, A. L. I. a& Cerda-Urrutia, A. (2009). Determinants of student loyalty in higher education: a tested relationship approach in Latin America. Latin American Business Review, 10(1), 21-39.

Solomon, M. R., Carol, S., John, A. C. & Evelyn, G. G. (1985). A role theory perspective on dynamic interactions: The service encounter. Journal of Marketing, 49(1), 99–111.

Stevens, J. P. (2012). Applied multivariate statistics for the social sciences (5th ed.). New York, Routledge.

Suchumacker, R. E. & Lomax, R. G. (2010). Beginner’s guide to structural equatıon modelling. Routledge.

Tabachnick, B. G. & Fidell, L. S. (2007). Using multivariate statistics (7th ed.). New York, Pearson.

Teeroovengadum, V., Nunkoo, R. Gronroos, C. Kamalanabhan, T.J. & Seebaluck, A.K. (2019). Higher education service quality, student satisfaction and loyalty. Quality Assurance in Education, 27, 427–445.

Verhoef, P. C., Franses, P. H. & Hoekstra, J. C. (2002). The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter?. Journal of the Academy of Marketing Science, 30(3), 202–216.

Weston, R. & Gore, P. A. (2006). A brief guide to structural equation modeling. The Counseling Psychologist, 34(5), 719-751.

Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46(özel sayı), 74-85.

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.

Yu, G. B. & Kim, J. (2008). Testing the mediating effect of the quality of college life in the student satisfaction and student loyalty relationship. Applied Research Quality Life, 3, 1–21.

Zeithaml, V. A., Mary, J. B. & Dwayne, D. G. (2010). Services marketing strategy in Wiley International Encyclopedia of Marketing: Marketing Strategy, 1, 1-11.