Uzaktan Eğitim Hizmet Kalitesinin, Tatmin, Sadakat ve Olumlu WOM Davranışı Üzerindeki Etkileri: Kavramsallaştırma Ölçek Geliştirme ve Doğrulama

Year 2023, Volume: 4 Issue: 1, 32 - 51, 30.04.2023

Caner Özgen Hüseyin Köse

Abstract

Bu araştırmanın birinci amacı Uzaktan Eğitim Hizmet Kalitesi (UEHK) Ölçeğinin kavramsal yapısının ortaya konulması, bu yönde bir ölçme aracı geliştirilmesi ve doğrulanmasıdır. Araştırmanın ikinci ana amacı UEHK, tatmin, üniversite sadakati ve olumlu WOM davranışı arasındaki nedensellik ilişkilerini yapısal bir model kapsamında test etmektir. Eskişehir Teknik Üniversitesi (ESTÜ), Spor Bilimleri Fakültesinde okuyan 181 öğrenciye kolayda örnekleme yöntemi ile ulaşılmıştır. UEHK ölçeğinin kavramsal yapısı literatür bağlamında incelenmiş ve önceki araştırmalara dayalı olarak 3 boyutlu (sistem, personel, öğrenme) 22 ifadeli yapı açıklayıcı
faktör analizi (AFA) ile test edilmiştir. Yapılan analizler neticesinde yeterli faktör yüküne (0,5) ulaşmayan 9 ifade araştırmadan çıkarılmıştır. Toplam 3 boyutlu ve 13 ifadeli yapıya Doğrulayıcı Faktör Analizi (DFA) ve çeşitli geçerlilik-güvenirlilik analizi uygulanarak UEHK ölçeğinin kavramsal yapısı doğrulanmıştır. Araştırmanın ikinci amacı doğrultusunda UEHK, tatmin, sadakat ve olumlu WOM davranışı arasındaki nedensellik ilişkileri YEM‟in temel metodolojik ilkeleri doğrultusunda iki aşamalı (ölçüm-yapısal) yaklaşım ile analiz edilmiştir. Ölçüm modeli kapsamında araştırma modelinin veriler ile uyumu test edilmiştir. Yapısal model kapsamında araştırmanın öngörülen modeline ilişkin oluşturulan 4 ana hipotez test edilmiştir. Buna göre
UEHK‟nin tatmin ve üniversite sadakati üzerinde pozitif yönlü anlamlı etkisi olduğu tespit edilmiştir. Bunun yanı sıra üniversite sadakatinin pozitif WOM davranışını etkilediği fakat tatminin bu yapı üzerinde anlamlı etkisi olmadığı görülmüştür. Araştırma sonuçlarının teorik ve pratik çıkarımları detaylı olarak araştırma kapsamında tartışılmıştır.

Keywords

Uzaktan Eğitim, Hizmet Kalitesi, Üniversite Sadakati, Öğrenci Tatmini, WOM

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