Customer Loyalty In Foreign Language Institutions: An Empirical Study On Turkey

Öz

This empirical study concerns the evaluation of customer loyalty trends and practices in Turkish foreign language learning institutions. Using a mixed methods approach, the research utilized both secondary and primary research methods to study the aspects of the theme. English-medium education enjoys unlimited space in educational sector of Turkey which is why the cultural distinctiveness of other countries seems to have faded away. Even the Turkish culture itself, appears to have been repressed through English-medium education which should be the main purpose why foreign language learning and development within the state is somewhat dubious and challenging. As per the study, some students studying in these institutions believed that the language acquisition is ultimately isolating them from their own country’s culture and values

Anahtar Kelimeler

• customer, loyalty, institutions

Kaynakça

1. Ackerman, R., & Schibrowsky, J. (2008), “A business marketing strategy applied to student retention: A higher education initiative”, Journal of College Student Retention: Research, Theory and Practice, 9(3), 307–336.
2. Bernaus, M., Masgoret,A.M., Gardner,R.C., and E. Reyes. ‘Motivation and attitudes towards learning languages in multicultural classrooms’, The International Journal of Multilingualism, Vol.1, No.2, (2004), pp.75-89
3. Bloom, J., & Martin, N. (2003), “Incorporating Appreciative Inquiry into academic advising”, The Mentor: An Academic Advising Journal, 4(3). Retrieved August 13, 2008, from http://www.psu.edu/dus/mentor
4. Breen, M. P. (Ed.). (2014), “Learner contributions to language learning: New directions in research”, Routledge, pp. 132-154
5. Bryman, A., & Bell, E. (2015), “Business research methods”, Oxford university press
6. Bygate, M., Swain, M., & Skehan, P. (2013), “Researching pedagogic tasks: Second language learning, teaching, and testing”, Routledge, pp. 33-110
7. Cetinkaya, Yesim Bektas. 2005. Turkish College Students’ Willingness to Communicate in English as a Foreign Language. Diss. Ohio State University
8. Cohen, J. and Cohen, P. (1983), “Applied Multiple Regression/Correlation Analysis for the Behavioral Sciences”, 2nd ed., Lawrence Erlbaum Associates Publishers, Hillsdale, NJ.

9. Cooper, T. C. (1987), “Foreign language study and SAT- verbal scores”, Modern Language Journal, 71(4), 381-387
10. Cronin, J.J. Jr and Taylor, S.A. (1992), “Measuring service quality: a reexamination and extension”, Journal of Marketing, Vol. 56, pp. 55-68.
11. De Ruyter, K., Bloemer, J. and Peeters, P. (1997), “Merging service quality and service satisfaction, an empirical test of an integrative model”, Journal of Economic Psychology, Vol. 18, pp. 387- 406.
12. Demetriou, C. (2008), “Arguments against applying a customer-service paradigm”, The Mentor: An Academic Advising Journal, 10(3). Retrieved from http://www.psu. edu/dus/mentor - See more at: http://dus.psu.edu/ mentor/2012/06/customer-service-in-higher- education/#sthash.Ds63SK2k.dpuf
13. Dick, Alan S. and Kunal Basu (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework,” Journal of the Academy of Marketing Science, 22 (2), 99-113.
14. Doz, Y. (2011), “Qualitative research for international business”, Journal of International Business Studies, 42(5), 582-590
15. Duffy, D.J. (1983), “The critical incident method, an overlooked way of human relations training for small business”, American Journal of Small Business, Vol. 8, pp. 11-13.
16. Edvardsson, B. (1997), “Service breakdowns: a study of critical incidents in an airline”, in Gabbott, M. and Hogg, G. (Eds), Contemporary Services Marketing Management, The Dryden Press, London, pp. 491-504.
17. Emery, C., Kramer, T., & Tian, R. (2001), “Customers vs. products: Adopting an effective approach to business students”, Quality Assurance in Education, 9(2), 110– 115. Retrieved from http://www.bus.lsu.edu/accounting/ faculty/lcrumbley/customersVSproducts.htm
18. Fitzpatrick, Jacqueline, Wright, J. Debra, Secrist, Jan, (1998), “Secrets for a Successful Dissertation” SAGE Publications, Business & Economics, pp. 100-130
19. Genc, Bilal and Erdogan Bada. 2005. ‘Culture in Language Learning and Teaching.’ The Reading Matrix 5: 73-84.
20. Gounaris, S & Stathakopoulos, V., (2004), “Antecedents and consequences of brand loyalty: an empirical study”, Journal of Brand Management, vol 11, no. 4, pp. 283-306.
21. Kapferer, J.N. (2005), “The New Strategic Brand Management”, London and Sterling: Kogan Page.
22. Kavanoz, H. (2006). An exploratory study of English language teachers’ beliefs, assumptions, and knowledge of learner centeredness. The Turkish Online Journal of Educational Technology, 5(2), 1-9
23. Kessler, C., & Quinn, M. E. (1980), “Positive effects of bilingualism on Science problem-solving abilities”, In J. Alatis (Ed.), Georgetown University round table on languages and linguistics, Washington, DC: Georgetown University Press, pp. 295-308
24. Kırkgöz, Y. (2009) Globalization and English language policy in Turkey. Educational Policy, 23(5), 663-684.
25. Kohonen, V., Jaatinen, R., Kaikkonen, P., & Lehtovaara, J. (2014), “Experiential learning in foreign language education”, Routledge, pp. 12-98
26. Korczynski, A.M. (2012), “The importance of performance in learning a second language”, AI Practitioner, 14(3), 55-59.
27. Koru, S. ve Akesson, J. (2011), “Turkey’s English deficit”, Retrieved from: http://www.tepav.org.tr/upload/ files/1324458212-1.Turkey_s_English_Deficit.pdf
28. Larson-Hall, J. (2008), “Weighing the benefits of studying a foreign language at a younger starting age in a minimal input situation”, Second Language Research, 24(1), 35-63.
29. Lawrence, F. (1995), “Preface”, In B. Rubin (Ed.), Quality in higher education (p. vii). New Brunswick, NJ: Transaction Publishers.
30. Leary R. Mark, (1995), “Behavioral Research Methods”, Brooks/Cole, Psychology, pp. 310-400
31. Levy, M. (1997), “Computer-assisted language learning: Context and conceptualization”, Oxford University Press, New York.
32. Llurda, E. (2005), “Non-native TESOL students as seen by practicum supervisors”, In E. Llurda (Ed.), Non-native language teachers: Perceptions, challenges, and contributions to the profession, New York, NY: Springer, pp. 217-241
33. Luk, J. (2001), “Exploring the socio-cultural implications of the native English-speaker teacher scheme in Hong Kong through the eye of the students”, Asia Pacific Journal of Language in Education, 4(2), 19–49
34. McDaniel, C. and Gates, R. (1996), “Contemporary Marketing Research”, West Publishing, Minneapolis, MN.
35. Mohr, J.J., Fisher, R.J. and Nevin, J.R. (1996), “Collaborative communication in interfirm relationships: moderating effects of integration and control”, Journal of Marketing, Vol. 60, July, pp. 103-15.
36. Naidoo, R., & Jamieson, I. (2005), “Knowledge in the marketplace: The global commodification of teaching and learning in higher education”, In P. Ninnes & M. Hellstén (Eds.), Internationalizing higher education: Critical explorations of pedagogy and policy (pp. 37–52). Hong Kong: Hong Kong University Press.
37. Oliver, R.L. and Swan, J.E. (1989), “Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach”, Journal of Marketing, Vol. 53, April, pp. 21-35
38. Oxford, R. & Shearin, J. (1994), “Language learning motivation: Expanding the theoretical framework”, The Modern Language Journal, 78, 12-28.
39. Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1988), “SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality”, Journal of Retailing, Vol. 64, Spring, pp. 12-40.
40. Payne, S. M., Hudson, J., Akehurst, S., & Ntoumanis, N. (2013), “Development and initial validation of the impression motivation in sport questionnaire–team”, Journal of sport & exercise psychology, 35(3), 281-298
41. Silverman, D. (2013), “Doing qualitative research: A practical handbook”, SAGE Publications Limited.
42. Snow, M. A., Kamhi-Stein, L. D., & Brinton, D. M. (2006), “Teacher training for English as lingua franca”, Annual Review of Applied Linguistics, 26, 261-281
43. Storbacka, K., Strandvik, T. and GroEnroos, C. (1994), “Managing customer relationships for profits: the dynamics of relationship quality”, International Journal of Service Industry Management, Vol. 5 No. 5, pp. 21-38.
44. Szmigin, I.T.D. (1993), “Managing quality in business-to- business services”, European Journal of Marketing, Vol. 27 No. 1, pp. 5-21.
45. Topkaya, E. Z., & Kucuk, Ö. (2010), “An evaluation of 4th and 5th grade English language teaching program”, Ilkogretim Online, 9(1), 52-65
46. Vaill, P. (2008), “Beware the idea of the student as a customer: A dissenting view”, Retrieved from http://www. people.vcu.edu/~rsleeth/NotCustomers.html
47. Wilburn Robinson, D. (1998), “The cognitive, academic, and attitudinal benefits of early language learning”, Critical Issues in Early Second Language Learning. Glenview, Il: Addison-Wesley Publishing.
48. Wright, S. P., Horn, S. P. & Sanders, W. L. (1997), “Teacher and classroom context effects on students achievement: Implications for teacher evaluation”, Journal of Personal Evaluation in Education, 11, 57-67.
49. Yılmaz, C. & Genç, S. (2010). Identifying students’ learning style preferences regarding some variables in the EFL classroom: the case of Turkey. International Journal of Progressive Education, 6(3), 51-64
50. Yolageldili, G. ve Arıkan, A. (2011), “Effectiveness of using games in teaching grammar to young learners”, Elementary Education Online, 10(1), 219-229
51. Zeithaml, V.A. and Bitner, M.J. (1996), “Services Marketing”, McGraw-Hill, New York, NY