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Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü

Year 2020, Issue: 1, 78 - 87, 01.04.2020

Abstract

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

References

  • Albayrak, T., & Aksoy, S. (2008). Tüketici davranışında temel yaklaşımlar. Pazarlama ve Pazarlama Araştırmaları Dergisi, (3), 1–19.
  • Arkalı, G. O., & Bulu, M. (2016). Rankings of Turkish universities in international university ranking indexes. Yükseköğretim Dergisi, 6(2), 95–103. http://doi.org/10.2399/yod.16.003
  • ARWU. (2016). Academic Ranking of World Universities. Retrieved from http://www.shanghairanking.com/ARWU2018.html Beneke, J. H. (2011). Marketing the institution to prospective students - A review of brand (reputation) management in higher education. International Journal of Business & Management, 6(1), 29–44. Retrieved from https://pdfs.semanticscholar.org/ e2fa/4b13f4e837cc634d4259550e5716dc836444.pdf
  • Binsardi, A., & Ekwulugo, F. (2003). International marketing of British education: Research on the students’ perception and the UK market penetration. Marketing Intelligence & Planning, 21(5), 318–327. http://doi.org/10.1108/02634500310490265
  • Bourke, A. (2000). A model of the determinants of ınternational trade in higher education. The Service Industries Journal, 20(1), 110–138. http://doi.org/10.1080/02642060000000007
  • Bryan, G. A., & Whipple, T. W. (1995). Tuition elasticity of the demand for higher education among current students: A pricing model. Journal of Higher Education, 66(5), 560-574.
  • Briggs, S. (2006). An exploratory study of the factors influencing undergraduate student choice: the case of higher education in Scotland. Studies in Higher Education, 31(6), 705–722. http:// doi.org/10.1080/03075070601004333
  • Briggs, S., & Wilson, A. (2007). Which university? A study of the influence of cost and information factors on Scottish undergraduate choice. Journal of Higher Education Policy and Management, 29(1), 57–72. http://doi.org/10.1080/13600800601175789
  • Christie, H., Munro, M., & Rettig, H. (2001). Making ends meet : Student incomes and debt. Studies in Higher Education, 26(3), 363–383. http://doi.org/10.1080/0307507012007631
  • Cremonini, L., & Antonowicz, D. (2009). In the eye of the beholder? Conceptualizing academic attraction in the global higher education market. European Education, 41(2), 52–74. http:// doi.org/10.2753/EUE1056-4934410203
  • CWTS. (2016). Leiden ranking. Retrieved from http://www.leidenranking.com/ranking/2018/list Çatı, K., Kethüda, Ö., & Bilgin, Y. (2016). Positioning strategies of universities: An investigation on universities in Istanbul. Education And Science, 41(185), 219–234. http://doi.org/10.15390/ EB.2016.2723
  • Dotterweich, D., & Baryla, E. A., Jr. (2005). Non-resident tuition and enrollment in higher education: ımplications for tuition pricing. Education Economics, 13(4), 375-385
  • Eder, J., Smith, W. W., & Pitts, R. E. (2010). Exploring factors influencing student study abroad destination choice. Journal of Teaching in Travel and Tourism, 10(3), 232–250. http://doi.org /10.1080/15313220.2010.503534
  • George, D., & Mallery, M. (2010). SPSS for Windows step by step: A Simple guide and reference. (10th ed.). Boston: Pearson.
  • Hemsley-Brown, J. (2012). ‘The best education in the world’: reality, repetition or cliché? International students’ reasons for choosing an English university. Studies in Higher Education, 37(8), 1005–1022. http://doi.org/10.1080/03075079.2011.56 2286
  • Hemsley‐Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace. International Journal of Public Sector Management, 19(4), 316–338. http://doi. org/10.1108/09513550610669176
  • Hu, L. T., & Bentler, P. (1999). Cutoff criteria for fit ındexes in covariance structure analysis: Conventional criteria versus new alternatives, structural equation modeling. Structural Equation Modeling, 6(1), 1–55.
  • Joseph, M., & Joseph, B. (2000). Indonesian students’ perceptions of choice criteria in the selection of a tertiary institution: Strategic implications. International Journal of Educational Management, 14(1), 40–44. http://doi. org/10.1108/09513540010310396
  • Keskin, H. Ü. (2013). Tanımlayıcı İstatistikler. In Ş. Kalaycı (Ed.), SPSS Uygulamalı çok değişkenli istatistik teknikleri (3. baskı). Ankara: Asil Yayın Dağıtım.
  • Kethüda, Ö. (2015). Türkiye’deki uluslararası öğrenci hareketliliği üzerine bir araştırma. Yükseköğretim Dergisi, 5(3), 147–161. http://doi.org/10.2399/yod.15.015
  • Kethüda, Ö. (2017). Segmenting international student market: An investigation in the United Kingdom. Journal of Higher Education, 7(3), 186–196. http://doi.org/10.2399/yod.17.015
  • Kolster, R. (2010). Academic attractiveness of countries to students: Explaining and measuring a countries’ academic X factor. University of Oslo. Retrieved from https://www.duo. uio.no/bitstream/handle/10852/30477/AcademicxAttractivenessxofxcountriesxxR.xKolster.pdf?sequence=1
  • Kolster, R. (2014). Academic attractiveness of countries; a possible benchmark strategy applied to the Netherlands. European Journal of Higher Education, 4(2), 118–134. http://doi.org/10. 1080/21568235.2013.879835
  • Kondakçı, Y. (2011). Student mobility reviewed: Attraction and satisfaction of international students in Turkey. Higher Education, 62(5), 573–592. http://doi.org/10.1007/s10734-011- 9406-2
  • Kotler, P., & Armstrong, G. (2010). Principles of marketing (13th ed.). New Jersey: Pearson Education. Leavitt, H. J. (1954). A note on some experimental findings about the meanings of price. The Journal of Business, 27(3), 205–210.
  • Li, M., & Bray, M. (2007). Cross-border flows of students for higher education: Push-pull factors and motivations of mainland Chinese students in Hong Kong and Macau. Higher Education, 53(6), 791–818. http://doi.org/10.1007/s10734-005-5423-3
  • Maringe, F., & Carter, S. (2007). International students’ motivations for studying in UK HE: Insights into the choice and decision making of African students. International Journal of Educational Management, 21(6), 459–475. http://doi. org/10.1108/09513540710780000
  • Martens, K., & Starke, P. (2006). Education as an export industry: The case of New Zealand. TranState Working Papers, 33, 1–19. http://econstor.eu/bitstream/10419/24946/1/51450112X. PDF
  • Mazzarol, T., & Soutar, G. N. (2002). “Push‐pull” factors influencing international student destination choice. International Journal of Educational Management,16(1), 82–90. http://doi. org/10.1108/09513540210418403
  • Mazzarol, T., & Soutar, G. N. (2012). Revisiting the global market for higher education. Asia Pacific Journal of Marketing and Logistics, 24(5), 717–737. http://doi.org/10.1108/13555851211278079
  • Meydan, C. H., & Şeşen, H. (2015). Yapısal eşitlik modellemesi: AMOS Uygulamaları (2. baskı). Ankara: Detay Yayıncılık.
  • Murphy, P. J. (1984). Preparing administrators for the Twenty-First Century. Higher Education, 13(4), 439-449.
  • Naidoo, V. (2006). International education: A tertiary-level industry update. Journal of Research in International Education, 5(3), 323–345. http://doi.org/10.1177/1475240906069455
  • Ng, I. C. L., & Forbes, J. (2009). Education as service: The understanding of university experience through the service logic. Journal of Marketing for Higher Education, 19(1), 38–64. https://doi.org/10.1080/08841240902904703
  • Pyvis, D., & Chapman, A. (2007). Why university students choose an international education: A case study in Malaysia. International Journal of Educational Development, 27(2), 235–246. http://doi.org/10.1016/j.ijedudev.2006.07.008
  • Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28. https://doi.org/10.2307/1251914
  • QS. (2016). QS World University Rankings. Retrieved from https://www.topuniversities.com/university-rankings/worlduniversity-rankings/2018
  • Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. Journal of Marketing Research, 26(3), 351. http://doi.org/10.2307/3172907
  • Rothschild M., & White, L. J. (1995). The analytics of the pricing of higher education and other services in which the customers are inputs. Journal of Political Economy, 103(3), 573-586. https://doi.org/10.1086/261995
  • Soo, K. T., & Elliott, C. (2010). Does price matter? Overseas students in UK higher education. Economics of Education Review, 29(4), 553–565. http://doi.org/10.1016/j.econedurev.2009.10.016 Times Higher Education (THE). (2016). World University Rankings. Retrieved from https://www.timeshighereducation.com/ world-university-rankings/2018/worldUNESCO. (2016). Institute for Statistics. Retrieved from http://uis. unesco.org/en/uis-student-flow
  • Wilkins, S. (2013). “Home” or away? The higher education choices of expatriate children in the United Arab Emirates. Journal of Research in International Education, 12(1), 33–48. http://doi. org/10.1177/1475240913479519
  • Wilkins, S., & Huisman, J. (2011). International student destination choice: The influence of home campus experience on the decision to consider branch campuses. Journal of Marketing for Higher Education, 21(1), 61–83. http://doi.org/10.1080/0 8841241.2011.573592
  • Wilkins, S., & Huisman, J. (2014). Factors affecting university image formation among prospective higher education students: the case of international branch campuses. Studies in Higher Education, (June 2014), 1–17. http://doi.org/10.1080/030750 79.2014.881347
  • Wilkins, S., Balakrishnan, M. S., & Huisman, J. (2012). Student choice in higher education: Motivations for choosing to study at an international branch campus. Journal of Studies in International Education, 16(5), 413–433. http://doi. org/10.1177/1028315311429002

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

Year 2020, Issue: 1, 78 - 87, 01.04.2020

Abstract

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

References

  • Albayrak, T., & Aksoy, S. (2008). Tüketici davranışında temel yaklaşımlar. Pazarlama ve Pazarlama Araştırmaları Dergisi, (3), 1–19.
  • Arkalı, G. O., & Bulu, M. (2016). Rankings of Turkish universities in international university ranking indexes. Yükseköğretim Dergisi, 6(2), 95–103. http://doi.org/10.2399/yod.16.003
  • ARWU. (2016). Academic Ranking of World Universities. Retrieved from http://www.shanghairanking.com/ARWU2018.html Beneke, J. H. (2011). Marketing the institution to prospective students - A review of brand (reputation) management in higher education. International Journal of Business & Management, 6(1), 29–44. Retrieved from https://pdfs.semanticscholar.org/ e2fa/4b13f4e837cc634d4259550e5716dc836444.pdf
  • Binsardi, A., & Ekwulugo, F. (2003). International marketing of British education: Research on the students’ perception and the UK market penetration. Marketing Intelligence & Planning, 21(5), 318–327. http://doi.org/10.1108/02634500310490265
  • Bourke, A. (2000). A model of the determinants of ınternational trade in higher education. The Service Industries Journal, 20(1), 110–138. http://doi.org/10.1080/02642060000000007
  • Bryan, G. A., & Whipple, T. W. (1995). Tuition elasticity of the demand for higher education among current students: A pricing model. Journal of Higher Education, 66(5), 560-574.
  • Briggs, S. (2006). An exploratory study of the factors influencing undergraduate student choice: the case of higher education in Scotland. Studies in Higher Education, 31(6), 705–722. http:// doi.org/10.1080/03075070601004333
  • Briggs, S., & Wilson, A. (2007). Which university? A study of the influence of cost and information factors on Scottish undergraduate choice. Journal of Higher Education Policy and Management, 29(1), 57–72. http://doi.org/10.1080/13600800601175789
  • Christie, H., Munro, M., & Rettig, H. (2001). Making ends meet : Student incomes and debt. Studies in Higher Education, 26(3), 363–383. http://doi.org/10.1080/0307507012007631
  • Cremonini, L., & Antonowicz, D. (2009). In the eye of the beholder? Conceptualizing academic attraction in the global higher education market. European Education, 41(2), 52–74. http:// doi.org/10.2753/EUE1056-4934410203
  • CWTS. (2016). Leiden ranking. Retrieved from http://www.leidenranking.com/ranking/2018/list Çatı, K., Kethüda, Ö., & Bilgin, Y. (2016). Positioning strategies of universities: An investigation on universities in Istanbul. Education And Science, 41(185), 219–234. http://doi.org/10.15390/ EB.2016.2723
  • Dotterweich, D., & Baryla, E. A., Jr. (2005). Non-resident tuition and enrollment in higher education: ımplications for tuition pricing. Education Economics, 13(4), 375-385
  • Eder, J., Smith, W. W., & Pitts, R. E. (2010). Exploring factors influencing student study abroad destination choice. Journal of Teaching in Travel and Tourism, 10(3), 232–250. http://doi.org /10.1080/15313220.2010.503534
  • George, D., & Mallery, M. (2010). SPSS for Windows step by step: A Simple guide and reference. (10th ed.). Boston: Pearson.
  • Hemsley-Brown, J. (2012). ‘The best education in the world’: reality, repetition or cliché? International students’ reasons for choosing an English university. Studies in Higher Education, 37(8), 1005–1022. http://doi.org/10.1080/03075079.2011.56 2286
  • Hemsley‐Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace. International Journal of Public Sector Management, 19(4), 316–338. http://doi. org/10.1108/09513550610669176
  • Hu, L. T., & Bentler, P. (1999). Cutoff criteria for fit ındexes in covariance structure analysis: Conventional criteria versus new alternatives, structural equation modeling. Structural Equation Modeling, 6(1), 1–55.
  • Joseph, M., & Joseph, B. (2000). Indonesian students’ perceptions of choice criteria in the selection of a tertiary institution: Strategic implications. International Journal of Educational Management, 14(1), 40–44. http://doi. org/10.1108/09513540010310396
  • Keskin, H. Ü. (2013). Tanımlayıcı İstatistikler. In Ş. Kalaycı (Ed.), SPSS Uygulamalı çok değişkenli istatistik teknikleri (3. baskı). Ankara: Asil Yayın Dağıtım.
  • Kethüda, Ö. (2015). Türkiye’deki uluslararası öğrenci hareketliliği üzerine bir araştırma. Yükseköğretim Dergisi, 5(3), 147–161. http://doi.org/10.2399/yod.15.015
  • Kethüda, Ö. (2017). Segmenting international student market: An investigation in the United Kingdom. Journal of Higher Education, 7(3), 186–196. http://doi.org/10.2399/yod.17.015
  • Kolster, R. (2010). Academic attractiveness of countries to students: Explaining and measuring a countries’ academic X factor. University of Oslo. Retrieved from https://www.duo. uio.no/bitstream/handle/10852/30477/AcademicxAttractivenessxofxcountriesxxR.xKolster.pdf?sequence=1
  • Kolster, R. (2014). Academic attractiveness of countries; a possible benchmark strategy applied to the Netherlands. European Journal of Higher Education, 4(2), 118–134. http://doi.org/10. 1080/21568235.2013.879835
  • Kondakçı, Y. (2011). Student mobility reviewed: Attraction and satisfaction of international students in Turkey. Higher Education, 62(5), 573–592. http://doi.org/10.1007/s10734-011- 9406-2
  • Kotler, P., & Armstrong, G. (2010). Principles of marketing (13th ed.). New Jersey: Pearson Education. Leavitt, H. J. (1954). A note on some experimental findings about the meanings of price. The Journal of Business, 27(3), 205–210.
  • Li, M., & Bray, M. (2007). Cross-border flows of students for higher education: Push-pull factors and motivations of mainland Chinese students in Hong Kong and Macau. Higher Education, 53(6), 791–818. http://doi.org/10.1007/s10734-005-5423-3
  • Maringe, F., & Carter, S. (2007). International students’ motivations for studying in UK HE: Insights into the choice and decision making of African students. International Journal of Educational Management, 21(6), 459–475. http://doi. org/10.1108/09513540710780000
  • Martens, K., & Starke, P. (2006). Education as an export industry: The case of New Zealand. TranState Working Papers, 33, 1–19. http://econstor.eu/bitstream/10419/24946/1/51450112X. PDF
  • Mazzarol, T., & Soutar, G. N. (2002). “Push‐pull” factors influencing international student destination choice. International Journal of Educational Management,16(1), 82–90. http://doi. org/10.1108/09513540210418403
  • Mazzarol, T., & Soutar, G. N. (2012). Revisiting the global market for higher education. Asia Pacific Journal of Marketing and Logistics, 24(5), 717–737. http://doi.org/10.1108/13555851211278079
  • Meydan, C. H., & Şeşen, H. (2015). Yapısal eşitlik modellemesi: AMOS Uygulamaları (2. baskı). Ankara: Detay Yayıncılık.
  • Murphy, P. J. (1984). Preparing administrators for the Twenty-First Century. Higher Education, 13(4), 439-449.
  • Naidoo, V. (2006). International education: A tertiary-level industry update. Journal of Research in International Education, 5(3), 323–345. http://doi.org/10.1177/1475240906069455
  • Ng, I. C. L., & Forbes, J. (2009). Education as service: The understanding of university experience through the service logic. Journal of Marketing for Higher Education, 19(1), 38–64. https://doi.org/10.1080/08841240902904703
  • Pyvis, D., & Chapman, A. (2007). Why university students choose an international education: A case study in Malaysia. International Journal of Educational Development, 27(2), 235–246. http://doi.org/10.1016/j.ijedudev.2006.07.008
  • Richardson, P. S., Dick, A. S., & Jain, A. K. (1994). Extrinsic and intrinsic cue effects on perceptions of store brand quality. Journal of Marketing, 58(4), 28. https://doi.org/10.2307/1251914
  • QS. (2016). QS World University Rankings. Retrieved from https://www.topuniversities.com/university-rankings/worlduniversity-rankings/2018
  • Rao, A. R., & Monroe, K. B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review. Journal of Marketing Research, 26(3), 351. http://doi.org/10.2307/3172907
  • Rothschild M., & White, L. J. (1995). The analytics of the pricing of higher education and other services in which the customers are inputs. Journal of Political Economy, 103(3), 573-586. https://doi.org/10.1086/261995
  • Soo, K. T., & Elliott, C. (2010). Does price matter? Overseas students in UK higher education. Economics of Education Review, 29(4), 553–565. http://doi.org/10.1016/j.econedurev.2009.10.016 Times Higher Education (THE). (2016). World University Rankings. Retrieved from https://www.timeshighereducation.com/ world-university-rankings/2018/worldUNESCO. (2016). Institute for Statistics. Retrieved from http://uis. unesco.org/en/uis-student-flow
  • Wilkins, S. (2013). “Home” or away? The higher education choices of expatriate children in the United Arab Emirates. Journal of Research in International Education, 12(1), 33–48. http://doi. org/10.1177/1475240913479519
  • Wilkins, S., & Huisman, J. (2011). International student destination choice: The influence of home campus experience on the decision to consider branch campuses. Journal of Marketing for Higher Education, 21(1), 61–83. http://doi.org/10.1080/0 8841241.2011.573592
  • Wilkins, S., & Huisman, J. (2014). Factors affecting university image formation among prospective higher education students: the case of international branch campuses. Studies in Higher Education, (June 2014), 1–17. http://doi.org/10.1080/030750 79.2014.881347
  • Wilkins, S., Balakrishnan, M. S., & Huisman, J. (2012). Student choice in higher education: Motivations for choosing to study at an international branch campus. Journal of Studies in International Education, 16(5), 413–433. http://doi. org/10.1177/1028315311429002
There are 44 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Önder Kethüda This is me

Publication Date April 1, 2020
Published in Issue Year 2020 Issue: 1

Cite

APA Kethüda, Ö. (2020). Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü. Yükseköğretim Ve Bilim Dergisi(1), 78-87.
AMA Kethüda Ö. Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü. J Higher Edu Sci. April 2020;(1):78-87.
Chicago Kethüda, Önder. “Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü”. Yükseköğretim Ve Bilim Dergisi, no. 1 (April 2020): 78-87.
EndNote Kethüda Ö (April 1, 2020) Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü. Yükseköğretim ve Bilim Dergisi 1 78–87.
IEEE Ö. Kethüda, “Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü”, J Higher Edu Sci, no. 1, pp. 78–87, April 2020.
ISNAD Kethüda, Önder. “Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü”. Yükseköğretim ve Bilim Dergisi 1 (April 2020), 78-87.
JAMA Kethüda Ö. Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü. J Higher Edu Sci. 2020;:78–87.
MLA Kethüda, Önder. “Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü”. Yükseköğretim Ve Bilim Dergisi, no. 1, 2020, pp. 78-87.
Vancouver Kethüda Ö. Yükseköğretimde Kalitenin Akademik Çekicilik Üzerindeki Etkisinde Fiyatın Aracı Rolü. J Higher Edu Sci. 2020(1):78-87.