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Service Quality, Students’ Satisfaction and Supportive Attitude in the Higher Education Institutions: Evidence from an Emerging Market

Yıl 2019, Cilt: 10 Sayı: 17, 308 - 331, 31.03.2019
https://doi.org/10.26466/opus.512605

Öz

The higher education
sector has been growing steadily in all over the world. Similar improvements
are experienced in Turkey. Growing number of higher education institutions
cause growing competition. Thus these institutions are in need of developing
their service quality level and satisfying the students. Higher education
institutions need support from their students. Supportive attitudes of students
may make a big contribution to these institutions. Thus it is significant for
higher education institutions to create students’ supportive attitudes. The aim
of the study is to investigate the higher education institutions’ service
quality and its impact on student’s satisfaction and supportive attitude in
Turkey, as an emerging market. A total of 610 students in two universities in
Adana, Turkey attended to present study. Descriptive analysis was done at the
first stage, reliability analysis at the second stage as well. Confirmatory
Factor Analysis was then employed. Finally Structural Equation Modelling was
applied to examine the hypothesized model. It is concluded that service quality
has a significant and positive effect on students' satisfaction and indirectly
on students' supportive attitude through the students’ satisfaction path.

Kaynakça

  • Abdullah, F. (2005). HEdPERF versus SERVPERF: The quest for ideal measuring instrument of service quality in higher education sector. Quality Assurance in Education, 13(4), 305-328.
  • Al-Alak, A. M. (2006). The impact of marketing actions on relationship quality in the higher education sector in Jordan. Journal of Marketing for Higher Education, 16(2), 1-23.
  • Alves, H., and Raposo, M. (2007). Conceptual model of student satisfaction in higher education. Total Quality Management, 18(5), 571-588.
  • Anderson, E. W. and Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
  • Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: The case of university education. European Journal of Marketing, 31(7), 528-40.
  • Balaji, M. S., Roy, S. K. and, Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023–3032.
  • Council of Higher Education, from http://www.yok.gov.tr/web/guest/-universitelerimiz. Accessed 3 May 2018.
  • Cronin, J. J. Jr. and Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56 (3), 55-68.
  • DeShields, O. W. Jr, Kara, A. and Kaynak, E. (2005). Determinants of business student satisfaction and retention in higher education: Applying Herzberg’s two-factor theory. International Journal of Educational Management, 19(2), 128-139.
  • Elliott, K. M. and Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2), 197-209.
  • Etezadi-Amoli J. and Farhoomand A. F. (1996). A structural model of end user computing satisfaction and user performance. Infor-mation & Management, 30(2), 65-73.
  • Galeeva, R. B., (2016). SERVQUAL application and adaptation for educational service quality assessments in Russian higher educa-tion. Quality Assurance in Education, 24(3), 329-348.
  • Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
  • Hair, Joseph F., Black, William C., Babin, Barry J. and Anderson, Rolph L. (2014). Multivariate Data Analysis, 7th Edition, Essex: Pearson New International Edition.
  • Hasan, H. F. A. ve Ilias, A. (2008). Service quality and student satisfaction: A case study at private higher education institutions. International Business Research, 1(3), 163-175.
  • Hemsley-Brown, J. and Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316-338.
  • Hennig-Thurau, T., Langer M. F. and, Hansen U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(4), 331-344.
  • Farahmandian, S., Minavand, H. and Afshardost, M., (2013). Perceived service quality and student satisfaction in higher education. IOSR Journal of Business and Management, 12 (4), 65-74.
  • Hanover Research, from https://www.marketo.com/analyst-and-other-reports/2016-trends-in-higher-education-marketing-enrollment-and-technology/. Accessed 5 May 2018.
  • 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. ve 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, 16-23.
  • Jimènez-Castillo, D., Sánchez-Fernández, R., and Iniesta-Bonillo, M. Á. (2013). Segmenting university graduates on the basis of perceived value, image and identification. International Review on Public and Nonprofit Marketing, 10(3), 235-252.
  • Ki, E.-J. and, Hon, L. C. (2007). Testing the linkages among the organization-public relationship and attitude and behavioral intentions. Journal of Public Relations Research, 19(1), 1-23.
  • Kim, T., Chang, K. and Ko, Y. J. (2010). Determinants of organisational identification and supportive intentions. Journal of Marketing Management, 26 (5/6), 413-427.
  • Kwan, P. Y. K. and Ng, P. W. K. (1999). Quality indicators in higher education - comparing Hong Kong and China’s students. Managerial Auditing Journal, 14(1/2), 20-27.
  • Lam, S. Y., Shankar, V., Erramilli, M. K., and Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311.
  • Malik, M. E., Danish, R. Q. and Usman, A. (2010). The impact of service quality on students’ satisfaction in higher education institutes of Punjab. Journal of Management Research, 2(2), E10.
  • Nadiri, H., Kandampully, J., and Hussain, K. (2009). Students’ perceptions of service quality in higher education. Total Quality Management, 20(5), 523-535.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  • Parasuraman, A., Zeithaml, A. V., and Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, A. V. and Berry, L. L. (1988). SERVQUAL: A Multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  • Porter, L. W., Steers, R. M., Mowday, R. T. and Boultian, P. V. (1974). Organizational commitment, job satisfaction, and turnover among psychiatric technicians. Journal of Applied Psychology, 59(5), 603-609.
  • Schertzer, C. B. and Schertzer S. M. B. (2004). Student satisfaction and retention: A conceptual model. Journal of Marketing for Higher Education, 14(1), 79-91.
  • Steenkamp, J.B. and Van Trijp, H.C.M. (1991). The use of Lisrel in validating marketing constructs. International Journal of Research in Marketing, 8(4), 283-99.
  • Stephenson, A. L., and Yerger, D. B. (2014). Does brand identification transform alumni into university advocates? International Review on Public and Nonprofit Marketing, 11(3), 243-262.
  • Stephenson A. L. and Yerger, D. B. (2015). The role of satisfaction in alumni perceptions and supportive behaviors. Services Marketing Quarterly, 36(4), 299-316.
  • Stodnick, M. and Rogers, P. (2008). Using SERVQUAL to measure the quality of the classroom experience. Decision Sciences Journal of Innovative Education, 6(1), 115-133.
  • Sultan, P. and Wong, H. Y. (2010). Service quality in higher education: a review and research agenda. International Journal of Quality and Service Sciences, 2(2), 259-272.
  • Sumaedi, S., Bakti, G. M. Y. and Metasari, N. (2011). The effect of students’ perceived service quality and perceived price on student satisfaction. Management Science and Engineering 5(1), 88–97.
  • Sumaedi, S., Bakti, G. M. Y. and Metasari, N. (2012). An empirical study of state university students’ perceived service quality. Quality Assurance in Education, 20(2), 164-183.
  • Sung, M. and Yang S-U. (2008). Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation. Journal of Public Relations Research, 20(4), 357-376.
  • Sung, M. and Yang S-U. (2009). Student–university relationships and reputation: a study of the links between key factors fostering students' supportive behavioral intentions towards their university. Higher Education, 57(6), 787-811.
  • Tan, K. C. and Kek, S. W., (2004), Service quality in higher education using an enhanced SERVQUAL approach. Quality in Higher Education, 10(1), 17-24.
  • Voss, R., Gruber, T. and Szmigin, I. (2007). Service quality in higher education: The role of student expectations. Journal of Business Research, 60(9), 949-959.
  • Wei, C. C., and Ramalu, S. S. (2011). Students satisfaction towards the university: Does service quality matters. International Journal of Education, 3(2), E15.
  • Wilkins, S., and Huisman, J. (2013). Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses. Journal of Studies in International Education, 17(5), 607-623.
  • Yousapronpaiboon, K. (2014). SERVQUAL: Measuring higher education service quality in Thailand. Procedia-Social and Behavioral Sciences, 116(21) 1088-1095.
  • http://www.webometrics.info/en/node/200, Accessed 3 May 2018.

Yükseköğretim Kurumlarında Hizmet Kalitesi, Öğrencilerin Memnuniyeti ve Destekleyici Tutum: Gelişmekte Olan Bir Pazar Örneği

Yıl 2019, Cilt: 10 Sayı: 17, 308 - 331, 31.03.2019
https://doi.org/10.26466/opus.512605

Öz

Yükseköğretim sektörü tüm
dünyada istikrarlı bir şekilde büyümektedir. Türkiye'de de benzer gelişmeler
yaşanmaktadır. Artan sayıda yükseköğretim kurumu, rekabetin de artmasına neden
olmaktadır. Bu nedenle, bu kurumların hizmet kalitesi seviyelerini geliştirmeye
ve öğrencilerini tatmin etmeye ihtiyaçları vardır. Ayrıca yükseköğretim
kurumlarının öğrencileri tarafından desteklenmeleri gerekir. Öğrencilerin
destekleyici tutumları bu kurumlara büyük katkı sağlayabilir. Bu nedenle,
yükseköğretim kurumlarının öğrencilerin destekleyici tutumlarını oluşturması
önemlidir. Dolayısıyla çalışmanın amacı, yükselen bir pazar olarak
Türkiye'deki, yükseköğretim kurumlarının hizmet kalitesini ve onun öğrenci
memnuniyeti ve destekleyici tutum üzerindeki etkisini araştırmaktır. Çalışmaya
Adana’daki iki üniversiteden toplam 610 öğrenci katıldı. Öncelikle tanımlayıcı
istatistikler, ikinci aşamada da güvenilirlik analizi yapılmıştır. Daha sonra
Doğrulayıcı Faktör Analizi kullanılmıştır. Son olarak, hipotez testleri için
Yapısal Eşitlik Modellemesi uygulanmıştır. Hizmet kalitesinin, öğrencilerin
memnuniyeti üzerine doğrudan ve öğrencilerin memnuniyeti vasıtasıyla onların
destekleyici tutumları üzerinde dolaylı olarak önemli ve olumlu bir etkisi
olduğu sonucuna varılmıştır.

Kaynakça

  • Abdullah, F. (2005). HEdPERF versus SERVPERF: The quest for ideal measuring instrument of service quality in higher education sector. Quality Assurance in Education, 13(4), 305-328.
  • Al-Alak, A. M. (2006). The impact of marketing actions on relationship quality in the higher education sector in Jordan. Journal of Marketing for Higher Education, 16(2), 1-23.
  • Alves, H., and Raposo, M. (2007). Conceptual model of student satisfaction in higher education. Total Quality Management, 18(5), 571-588.
  • Anderson, E. W. and Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
  • Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: The case of university education. European Journal of Marketing, 31(7), 528-40.
  • Balaji, M. S., Roy, S. K. and, Sadeque, S. (2016). Antecedents and consequences of university brand identification. Journal of Business Research, 69(8), 3023–3032.
  • Council of Higher Education, from http://www.yok.gov.tr/web/guest/-universitelerimiz. Accessed 3 May 2018.
  • Cronin, J. J. Jr. and Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56 (3), 55-68.
  • DeShields, O. W. Jr, Kara, A. and Kaynak, E. (2005). Determinants of business student satisfaction and retention in higher education: Applying Herzberg’s two-factor theory. International Journal of Educational Management, 19(2), 128-139.
  • Elliott, K. M. and Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2), 197-209.
  • Etezadi-Amoli J. and Farhoomand A. F. (1996). A structural model of end user computing satisfaction and user performance. Infor-mation & Management, 30(2), 65-73.
  • Galeeva, R. B., (2016). SERVQUAL application and adaptation for educational service quality assessments in Russian higher educa-tion. Quality Assurance in Education, 24(3), 329-348.
  • Grönroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18(4), 36-44.
  • Hair, Joseph F., Black, William C., Babin, Barry J. and Anderson, Rolph L. (2014). Multivariate Data Analysis, 7th Edition, Essex: Pearson New International Edition.
  • Hasan, H. F. A. ve Ilias, A. (2008). Service quality and student satisfaction: A case study at private higher education institutions. International Business Research, 1(3), 163-175.
  • Hemsley-Brown, J. and Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316-338.
  • Hennig-Thurau, T., Langer M. F. and, Hansen U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of Service Research, 3(4), 331-344.
  • Farahmandian, S., Minavand, H. and Afshardost, M., (2013). Perceived service quality and student satisfaction in higher education. IOSR Journal of Business and Management, 12 (4), 65-74.
  • Hanover Research, from https://www.marketo.com/analyst-and-other-reports/2016-trends-in-higher-education-marketing-enrollment-and-technology/. Accessed 5 May 2018.
  • 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. ve 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, 16-23.
  • Jimènez-Castillo, D., Sánchez-Fernández, R., and Iniesta-Bonillo, M. Á. (2013). Segmenting university graduates on the basis of perceived value, image and identification. International Review on Public and Nonprofit Marketing, 10(3), 235-252.
  • Ki, E.-J. and, Hon, L. C. (2007). Testing the linkages among the organization-public relationship and attitude and behavioral intentions. Journal of Public Relations Research, 19(1), 1-23.
  • Kim, T., Chang, K. and Ko, Y. J. (2010). Determinants of organisational identification and supportive intentions. Journal of Marketing Management, 26 (5/6), 413-427.
  • Kwan, P. Y. K. and Ng, P. W. K. (1999). Quality indicators in higher education - comparing Hong Kong and China’s students. Managerial Auditing Journal, 14(1/2), 20-27.
  • Lam, S. Y., Shankar, V., Erramilli, M. K., and Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311.
  • Malik, M. E., Danish, R. Q. and Usman, A. (2010). The impact of service quality on students’ satisfaction in higher education institutes of Punjab. Journal of Management Research, 2(2), E10.
  • Nadiri, H., Kandampully, J., and Hussain, K. (2009). Students’ perceptions of service quality in higher education. Total Quality Management, 20(5), 523-535.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  • Parasuraman, A., Zeithaml, A. V., and Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
  • Parasuraman, A., Zeithaml, A. V. and Berry, L. L. (1988). SERVQUAL: A Multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
  • Porter, L. W., Steers, R. M., Mowday, R. T. and Boultian, P. V. (1974). Organizational commitment, job satisfaction, and turnover among psychiatric technicians. Journal of Applied Psychology, 59(5), 603-609.
  • Schertzer, C. B. and Schertzer S. M. B. (2004). Student satisfaction and retention: A conceptual model. Journal of Marketing for Higher Education, 14(1), 79-91.
  • Steenkamp, J.B. and Van Trijp, H.C.M. (1991). The use of Lisrel in validating marketing constructs. International Journal of Research in Marketing, 8(4), 283-99.
  • Stephenson, A. L., and Yerger, D. B. (2014). Does brand identification transform alumni into university advocates? International Review on Public and Nonprofit Marketing, 11(3), 243-262.
  • Stephenson A. L. and Yerger, D. B. (2015). The role of satisfaction in alumni perceptions and supportive behaviors. Services Marketing Quarterly, 36(4), 299-316.
  • Stodnick, M. and Rogers, P. (2008). Using SERVQUAL to measure the quality of the classroom experience. Decision Sciences Journal of Innovative Education, 6(1), 115-133.
  • Sultan, P. and Wong, H. Y. (2010). Service quality in higher education: a review and research agenda. International Journal of Quality and Service Sciences, 2(2), 259-272.
  • Sumaedi, S., Bakti, G. M. Y. and Metasari, N. (2011). The effect of students’ perceived service quality and perceived price on student satisfaction. Management Science and Engineering 5(1), 88–97.
  • Sumaedi, S., Bakti, G. M. Y. and Metasari, N. (2012). An empirical study of state university students’ perceived service quality. Quality Assurance in Education, 20(2), 164-183.
  • Sung, M. and Yang S-U. (2008). Toward the Model of University Image: The Influence of Brand Personality, External Prestige, and Reputation. Journal of Public Relations Research, 20(4), 357-376.
  • Sung, M. and Yang S-U. (2009). Student–university relationships and reputation: a study of the links between key factors fostering students' supportive behavioral intentions towards their university. Higher Education, 57(6), 787-811.
  • Tan, K. C. and Kek, S. W., (2004), Service quality in higher education using an enhanced SERVQUAL approach. Quality in Higher Education, 10(1), 17-24.
  • Voss, R., Gruber, T. and Szmigin, I. (2007). Service quality in higher education: The role of student expectations. Journal of Business Research, 60(9), 949-959.
  • Wei, C. C., and Ramalu, S. S. (2011). Students satisfaction towards the university: Does service quality matters. International Journal of Education, 3(2), E15.
  • Wilkins, S., and Huisman, J. (2013). Student evaluation of university image attractiveness and its impact on student attachment to international branch campuses. Journal of Studies in International Education, 17(5), 607-623.
  • Yousapronpaiboon, K. (2014). SERVQUAL: Measuring higher education service quality in Thailand. Procedia-Social and Behavioral Sciences, 116(21) 1088-1095.
  • http://www.webometrics.info/en/node/200, Accessed 3 May 2018.
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Dilek Penpece-demirer 0000-0003-4493-625X

Yayımlanma Tarihi 31 Mart 2019
Kabul Tarihi 1 Şubat 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 10 Sayı: 17

Kaynak Göster

APA Penpece-demirer, D. (2019). Service Quality, Students’ Satisfaction and Supportive Attitude in the Higher Education Institutions: Evidence from an Emerging Market. OPUS International Journal of Society Researches, 10(17), 308-331. https://doi.org/10.26466/opus.512605