Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü

Fiyat ve kalite, yükseköğretim pazarlamasının en önemli unsurlarından ikisidir. Kalitenin tüm mamul ve hizmetler için çekiciliği artıran bir nitelik olduğu genel kabul görmektedir. Bunun yanında, fiyatın çekicilik üzerindeki etkisi tartışmalıdır. Bu çalışmanın amacı, yükseköğretimde kalitenin akademik çekicilik üzerindeki etkisinde fiyatın aracılık rolünü incelemektir. Araştırmanın evrenini en çok uluslararası öğrenciye ev sahipliği yapan ilk 30 ülke oluşturmaktadır ve bu evrende tam sayıma gidilmiştir. Araştırmada ikincil kaynak veriler kullanılmış olup veriler, ikiden fazla değişken arasındaki ilişkiyi aynı anda analiz etmeye olanak sağlayan yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuçlar, kalitenin akademik çekicilik üzerinde çok güçlü ve fiyat üzerinde ise güçlü bir etkisinin olduğunu göstermektedir. Bunun yanında, fiyat akademik çekiciliği istatistiksel olarak anlamlı bir şekilde etkilememektedir. Bu sonuçlardan hareketle, diğer sektörlerde olduğu gibi fiyatın yükseköğretim sektöründe de kalitenin göstergesi olarak değerlendirilebileceği, fakat yüksek fiyatın akademik çekiciliği artırmadığı sonucuna varılabilir. Araştırmanın sonuçlarından hareketle, uluslararası yükseköğretim sektöründeki pazar payını geliştirmek isteyen ülkelere, kalite bağlamında kendilerini konumlandırmak istedikleri yere göre fiyat belirlemeleri tavsiye edilmektedir.

The Mediating Role of the Price in the Relationship Between Quality and Academic Attractiveness of Higher Education

Price and quality are two of the most important elements of higher education marketing. It is widely accepted that quality is an attribute that enhances attractiveness for all goods and services. However, the influence of price on attractiveness is controversial. The aim of this paper is to examine the mediating role of price in the relationship between quality and academic attractiveness in higher education. The population of the research was determined as the first 30 countries hosting the most international students in the world and all countries were included in the sample. Secondary data were used to test the theoretical model, and the data analyzed by structural equation modeling that enabled to test the relations between more than two variables at the same time. Results show that quality has a very strong influence on academic attractiveness and a strong impact on price. However, price has no significant influence on academic attractiveness. Based on these results, it can be concluded that the price is an indicator of quality in the higher education sector, as in other sectors, but the high price does not reduce academic attractiveness of countries. Therefore, countries aiming to develop their share in the international higher education market are advised to determine prices according to where they want to position themselves in the context of quality.

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Kaynak Göster