بازاریابی رابطه‌مند در آموزش عالی: عوامل مؤثر بر رضایت و وفاداری دانشجویان به دانشگاه

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت آموزشی دانشکده علوم تربیتی و روان‌شناسی دانشگاه شهید چمران اهواز، اهواز، ایران

2 استادیار گروه علوم ‌تربیتی دانشکده روان‌شناسی و علوم‌ تربیتی دانشگاه یزد، یزد، ایران

3 دانشیار گروه علوم‌ تربیتی دانشکده روان‌شناسی و علوم ‌تربیتی دانشگاه یزد، یزد، ایران

چکیده

هدف: هدف از اجرای پژوهش حاضر، شناسایی عوامل مؤثر بر رضایت و وفاداری دانشجویان به دانشگاه بود.
روش: نمونه پژوهش، 315 نفر از دانشجویان و دانش‌آموختگان وفادار تحصیلات ‌‌تکمیلی دانشگاه یزد بودند که با روش نمونه‌گیری تصادفی طبقه‌ای انتخاب شدند. اطلاعات با استفاده از یک پرسشنامه محقق‌ساخته گردآوری شد که روایی محتوایی، روایی ملاک و روایی سازه و پایایی آن (94/0) بررسی و تأیید شد.
یافته‌ها: نتایج تحلیل عاملی نشان‌دهنده آن است که 46% از واریانس رضایت از دانشگاه و وفاداری به آن توسط سه عامل (از هشت عامل استخراج شده) رضایت از استادان و وضعیت آموزشی، رضایت از امکانات و خدمات دانشگاه و رضایت از سیاست‌های مدیریتی دانشگاه تبیین شد. همچنین نتایج آزمون t نشان داد که میانگین دختران از پسران در شش عامل و میانگین دانشجویان تحصیلات ‌تکمیلی از دانش‌آموختگان، تنها در یک عامل به‌طور معنی‌داری بیشتر بود.
نتیجه‌گیری: درمجموع رضایت دانشجویان تحصیلات تکمیلی و دانش‌آموختگان دانشگاه یزد از خدمات آموزشی، پژوهشی و رفاهی در حد متوسط و از خدمات مدیریتی در حد پایین بود.

کلیدواژه‌ها


عنوان مقاله [English]

Relation-oriented Marketing in Higher Education: Factors Affecting Student's Satisfaction and Loyalty to the University

نویسندگان [English]

  • Zahra Khosravi Pour 1
  • Ahmad Zandavanian 2
  • Mehdi Rahimi 3
1 PhD Student of Educational Management, Faculty of Educational Sciences and Psychology, Shahid Chamran University of Ahvaz, Ahvaz, Iran
2 Assistant Professor, Department of Educational Sciences, Faculty of Psychology and Educational Sciences, Yazd University, Yazd, Iran
3 Associate Professor, Department of Educational Sciences, Faculty of Psychology and Educational Sciences, Yazd University, Yazd, Iran
چکیده [English]

Purpose: The purpose of this study was to identify the factors affecting students' satisfaction and loyalty to the university.
Method: The statistical population consisted of 315 loyal students and graduates of Yazd University who were selected by stratified random sampling method. Data were collected using a researcher-made questionnaire, and its content validity, criterion validity and also its construct validity and its reliability (0.94) were evaluated and confirmed.
Findings: The results of factor analysis indicated that 46% of the variance of university satisfaction and loyalty to it was explained by three factors (extracted from eight factors): satisfaction with professors and educational status, satisfaction with university facilities and services, and satisfaction with university management policies. Also, the results of t-test showed that the average of being satisfied about six factors in girls was higher than boys and the average of being satisfied in post graduate students was significantly higher than graduates in one factor.   
Conclusion: In general, the satisfaction of graduate students and graduates of Yazd University from educational, research and welfare services was in a medium level and about the management services it was in a low level.

کلیدواژه‌ها [English]

  • KeyWords: Relation-oriented Marketing
  • student satisfaction
  • Student Loyalty
  • individual and Texture factors
  • Yazd University
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