School Culture as a Predictor of Student Loyalty in a Turkish University

Year 2020, Issue: 2, 205 - 214, 01.08.2020

Esra Tekel Miṫhat Korumaz

Abstract

The aim of this study is to determine the regression levels of perceived school culture to university students’ loyalty levels. This research is designed in correlational design. School culture is an independent variable, and student loyalty is a dependent variable. The sample of the study consists of 382 university students determined by a stratified sampling method. School Culture Scale and Student Loyalty Scale were used to collect data. According to the findings of the study, the level of student loyalty varies according to faculty type, class level, and taking the course at a regular time. Multiple regression analysis was conducted to determine whether school culture factors predict student loyalty. It was concluded that instructor-student relationship, commitment, structure/process, and support factors predicted 38% of student loyalty, respectively

Keywords

Student loyalty, Organizational culture, University

Bir Türk Üniversitesinde Öğrenci Sadakati Yordayıcısı Olarak Okul Kültürü

Abstract

Bu çalışmanın amacı, üniversite öğrencilerinin algılanan okul kültürü düzeylerinin öğrenci sadakati seviyelerini yordama düzeylerini belirlemektir. Bu araştırma ilişkisel desende tasarlanmıştır. Okul kültürü bağımsız değişken, öğrenci sadakati bağımlı değişkendir. Çalışmanın örneklemini, tabakalı örnekleme yöntemi ile belirlenmiş 382 üniversite öğrencisi oluşturmaktadır. Veri toplamak için Okul Kültür Ölçeği ve Öğrenci Sadakat Ölçeği kullanılmıştır. Araştırmanın bulgularına göre öğrenci sadakati düzeyi fakülte tipi, sınıf düzeyi ve dersi alttan/üstten/düzenli almaya göre farklılaşmaktadır. Okul kültürü faktörlerinin öğrenci sadakatini yordayıp yordamadığını belirlemek için çoklu regresyon analizi yapılmış ve sırasıyla öğretim elemanı-öğrenci ilişkisi, bağlılık, yapı/işleyiş ve destek faktörlerinin öğrenci sadakatinin %38’ini yordadığı sonucuna ulaşılmıştır

Keywords

Öğrenci sadakati, Örgütsel kültür, Üniversite

References

• Alemán, E., Freire, J. A., McKinney, A., & Bernal, D. D. (2017). School –university–community pathways to higher education: Teacher perceptions, school culture and partnership building. The Urban Review, 49(5), 852-873.
• Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: The mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446-462.
• Annamdevula, S., & Bellamkonda, R. S. (2016). Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities: development of HiEduQual. Journal of Modelling in Management, 11(2), 488-517.
• Aypay, A. (2001). Örgütsel analizde teorik gelişmeler: Yeni kurumsalcılık. Kuram ve Uygulamada Eğitim Yönetimi, 28, 501-511.
• Chandra, T., Hafni, L., Chandra, S., Purwati, A. A., & Chandra, J. (2019). The influence of service quality, university image on student satisfaction and student loyalty. Benchmarking: An International Journal, 26(5), 1533-1549.
• Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
• Deal, T. E., & Peterson, K. D. (2016). Shaping school culture. John Wiley & Sons.
• Dekker, G. W., Pechenizkiy, M., & Vleeshouwers, J. M. (2009). Predicting students drop out: A case study. In T. Barnes, M. Desmarais, C. Romero, & S. Ventura. (Eds), Proceedings of the 2nd International Conference on Educational Data Mining (pp. 41–50). Retrieved from http://www.educationaldatamining. org/EDM2009/uploads/proceedings/dekker.pdf
• Demirtaş, Z., & Ekmekyapar, M. (2012). İlköğretim okulu yöneticilerinin değerlere dayalı yönetim uygulamalarının okul kültürüne etkisi. Kuram ve Uygulamada Eğitim Yönetimi, 18(4), 523-544.
• Elliott, K. M., & Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2), 197-209.
• Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: Nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
• Frankola, K. (2001). Why online learners drop out. Workforce, 80(10), 52-61. Gay, L. R., Mills, G. E. & Airasian, P. (2009). Educational research: Competencies for analysis and applications. Pearson: New Jersey.
• Gündüz, M. (2013). Recalling academy: University problems and critics in memories. Journal of Higher Education and Science, 3(1), 16-26. doi: 10.5961/jhes.2013.055
• Harvey, L., & Green, D. (1993). Defining quality. Assessment & evaluation in higher education, 18(1), 9-34.
• Hagenauer, G., Hascher, T., & Volet, S. E. (2015). Teacher emotions in the classroom: associations with students’ engagement, classroom discipline and the interpersonal teacherstudent relationship. European Journal of Psychology of Education, 30(4), 385-403.
• Helgesen, Ø., & Nesset, W. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university collage. Corporate Reputation Review, 10(1), 38-59.
• Hennig-Thurau, T., Langer, M. F., & 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.
• Hofstede, G. H. (2001). Culture’s consequences: Comparing values, behaviors, institutions and organizations across the nations. Thousand Oak: California.
• Hoy, W. K., Tarter, C. J., & Forsyth, P. (1978). Administrative behavior and subordinate loyalty: an empirical assessment. Journal of Educational Administration, 16(1), 29-38.
• Jo Hatch, M., & Schultz, M. (1997). Relations between organizational culture, identity and image. European Journal of Marketing, 31(5-6), 356-365.
• Kantek, F., Baykal, Ü. & Altuntaş, S. (2010). Okul kültürü ölçeğinin geliştirilmesi. Anadolu Hemşirelik ve Sağlık Bilimleri Dergisi, 13(3), 36-43.
• Kiran, K., & Diljit, S. (2011). Antecedents of customer loyalty: Does service quality suffice Malaysian Journal of Library & Information Science, 16(2), 95-113.
• Korumaz, M., & Tekel, T. (2017). Yükseköğretimde öğrenci sadakâti ölçeği: Uyarlama, dil geçerliği ve faktör yapısının incelenmesi. Kalem Eğitim ve İnsan Bilimleri Dergisi, 7(1), 183-203.
• Kotler, P., & Karen, F. A. (1995). Strategic marketing for educational institutions. New Jersey: Englewood Cliffs.
• Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and psychological measurement, 30(3), 607-610.
• Marzo Navarro, M., Pedraja Iglesias, M., & Rivera Torres, P. (2005). A new management element for universities: satisfaction with the offered courses. International Journal of educational management, 19(6), 505-526.
• McLaren, P. (1991). Decentering cultures: Postmodernism, resistance, and critical pedagogy. In N. B. Wyner (Ed.), Current perspectives on the culture of schools (pp. 231–258). Brookline, MA: Brookline Books
• McMillan, J. H, Schumacher, S. (2010). Research in Education: Evidence-based Inquiry. Pearson: Boston.
• Miskel, C. G., Fevurly, R., & Stewart, J. (1979). Organizational structures and processes, perceived school effectiveness, loyalty, and job satisfaction. Educational Administration Quarterly, 15(3), 97-118.
• Neuman, W. L. (2006). Toplumsal Araştırma Yöntemleri: Nitel ve nicel yaklaşımlar. Yayın Odası: Ankara
• OECD. (2018). Education at a Glance 2018: OECD Indicators. OECD Publishing, Paris. doi: 10.1787/eag-2018-en
• Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. McGraw-Hill: New York.
• O’Neill, M. A., & Palmer, A. (2004). Importance-performance analysis: a useful tool for directing continuous quality improvement in higher education. Quality Assurance in Education, 12(1), 39-52.
• Powell, W. W., & DiMaggio, P. J. (Eds.) (1991). The new institutionalism and organizational analysis. Chicago: The University of Chicago Press.
• Rashid, T., & Raj, R. (2006). Customer satisfaction: Relationship marketing in higher education E-learning. Innovative Marketing, 2(3), 24-34.
• Roach, K. D., & Byrne, P. R. (2001). A cross-cultural comparison of instructor communication in American and German classrooms. Communication Education, 50(1),1-14.
• Roach, K. D., Cornett-Devito, M. M., & Devito, R. (2005). A crosscultural comparison of instructor communication in American and French classrooms. Communication Quarterly, 53(1), 87-107.
• Rojas-Méndez, J. I., Vasquez-Parraga, A. Z., Kara, A. L. I., & Cerda-Urrutia, A. (2009). Determinants of student loyalty in higher education: A tested relationship approach in Latin America. Latin American Business Review, 10(1), 21-39.
• Saleem, S., Moosa, K., Imam, A., & Ahmed Khan, R. (2017). Service quality and student satisfaction: The moderating role of university culture, reputation and price in education sector of Pakistan. Iranian Journal of Management Studies, 10(1), 237- 258.
• Schein, E. H. (1984). Coming to a new awareness of organizational culture. Sloan Management Review, 25(2), 3-16.
• Schein, E. H. (1985). Career anchors. San Diego: University Associates.
• Strauss, L. C., & Volkwein, J. F. (2004). Predictors of student commitment at two-year and four-year institutions. The Journal of Higher Education, 75(2), 203-227.
• Subrahmanyam, A. (2017). Relationship between service quality, satisfaction, motivation and loyalty: A multi-dimensional perspective. Quality Assurance in Education, 25(2), 171-188.
• Tang, K. H., & Zairi, M. (1998). Benchmarking quality implementation in a service context: A comparative analysis of financial services and institutions of higher education: Part II. Total Quality Management, 9(7), 539-552.
• Tellis, G. J. (1988). The price elasticity of selective demand: A metaanalysis of econometric models of sales. Journal of Marketing Research, 25(4), 331-341.
• Thomas, D. R. (1978). Strategy is different in service businesses. Harvard Business Review, 56(4), 158-165.
• Tinto, V. (1987). Leaving college: Rethinking the causes and cures of student attrition. University of Chicago Press: Chicago.
• Wentzel, K. (2016). Teacher-student relationship. In Kathryn R. Wentzel and David M. Biele (Eds.) Hand Book of Motivation at School. Routledge: New York.
• Turkish Higher Education Council (YÖK). (2019). Türkiye’de üniversite sayıları. Retrieved from https://istatistik.yok.gov.tr
• Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.