ÖĞRENCİLERİN ÜNİVERSİTE MEKÂNINA YÖNELİK HİZMET DENEYİMLERİNİN İNCELENMESİ

Bu araştırma, üniversite öğrencilerinin okudukları üniversite mekânına yönelik hizmet deneyimleri ile üniversiteye yönelik tatmin, bunun bir sonucu olarak oluşan mekân bağlılığı duygusu ve olumlu ağızdan ağıza iletişim (AAİ) davranışı arasındaki ilişkileri incelemek amacıyla yürütülmüştür. Nicel yöntemden yararlanılan araştırmada, bir kamu üniversitesinde okuyan 861 öğrenciden amaca yönelik ölçeklerden yararlanılarak oluşturulmuş bir anket yoluyla yansız ve kolayda örnekleme yöntemlerine göre veri toplanmıştır. Toplanan veriler, SPSS istatistik yazılım programı yoluyla betimsel istatistiklerden, faktör analizinden, Pearson korelasyon analizinden, çoklu doğrusal regresyon analizinden ve çok değişkenli varyans analizinden (MANOVA) yararlanarak test edilmiştir. Çalışmada, üniversite öğrencilerinin mekân deneyimlerinin sosyal çevre koşullarına yönelik deneyimler, idari yönetim koşullarına yönelik deneyimler, fiziksel çevre koşullarına yönelik deneyimler, akademik yönetim koşullarına yönelik deneyimler ve üniversitenin destek koşullarına yönelik deneyimler olmak üzere beş boyutta ele alınabileceği değerlendirilmiştir. Analizler sonucunda, bu deneyimlerle üniversite mekânına yönelik tatmin, bağlılık duyguları ve ağızdan ağıza iletişim (AAİ) davranışı arasında istatistiksel olarak görece orta düzeyli pozitif yönlü anlamlı ilişkilerin varlığı tespit edilmiştir. Bunlar içerisinde özellikle akademik, sosyal ve fiziksel çevre koşullarına yönelik deneyimlerin dikkat çekici şekilde belirleyici olduğu öne çıkmıştır. Ayrıca bu deneyimlerin belli demografik ve kişisel özelliklere bağlı olarak farklılaşabildiği de belirlenmiştir. Kavramsal alanyazının yanısıra araştırmadan elde edilen bu sonuçların, karar alıcılar açısından da yönetsel bir değer taşıdığı düşünülmektedir.

THE INVESTIGATION OF SERVICE EXPERIENCES RELATED UNIVERSITY PLACE OF STUDENTS

This study was conducted to investigate the relationships between service experiences for the university place of university students and place satisfaction, place attachment and positive word of mouth communication (WOM) behaviors developing as a result of these emotions. In the research utilized the quantitative approach, data was collected by means of a questionnaire created using scales for the purpose from 861 students studying at a public university through random sampling and convenience sampling methods. The data were analyzed by SPSS statistical software program through the descriptive statistics, factor analysis, Pearson correlation analysis, multiple linear regression and multivariate analysis of variance (MANOVA). In the study, it was evaluated that service experiences of university students could be considered in five dimensions as experiences related to social environment conditions, experiences related administrative management conditions, experiences related physical environment conditions, experiences related academic management conditions and experiences related university support conditions. As a result of the analyses, it has been identified that there was a statistically relatively moderate relationships between these experiences and satisfaction, loyalty and word of mouth (WOM) behaviors towards university place. Among these experiences, it has remarkably come to the attention the experiences related academic, social and physical environmental conditions. It has also been determined that these experiences may vary depending on specific demographic and personal characteristics. It is thought that these results have a managerial value for decision makers as well as conceptual literature.

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