Yükseköğretimde Öğrenci Tatmini ve Sadakat İlişkisi: Kurumsal İmaj Algısının Aracı Rolü

Yıl 2020, Cilt: 11 Sayı: Ek, 121 - 131, 31.12.2020

Ali Tehci

Öz

Eğitim kurumlarında öğrenciler kurumun temel müşterileri olarak kabul edilmekte ve eğitim hizmetleri de pazarlanabilir olarak görülmektedir. Ülkelerin kalkınmalarında hayati önemi olan Yükseköğretim kurumlarında öğrencilerin beklentilerinin karşılanması veya aşılması gerekmektedir. Bu çalışmada, insan yaşamında her geçen gün daha fazla önem kazanan eğitim hizmet sektöründe, öğrenci tatmininin sadakate etkisi ve bu etkide kurum imajı algısının aracı rolü belirlenmeye çalışılmıştır. Araştırma verileri kolayda örnekleme yöntemi ile 103 öğrenciye Beşli Likert Ölçeği kullanılarak uygulanan elektronik anket neticesinde elde edilmiştir. Verilerin analizinde SPSS ve AMOS paket programı kullanılmış olup öğrenci tatmini, kurumsal imaj algısı ve sadakat değişkenlerine güvenirlik ve geçerlik analizi uygulanmıştır. Değişkenler arasındaki ilişkiler ise Yapısal Eşitlik Modeli ile test edilmiştir. Yapılan analiz neticesinde öğrenci tatmininin, öğrenci sadakatini pozitif yönde etkilediği ve bu etkide kurum imajı algısının kısmi aracı rolü olduğu tespit edilmiştir.

Anahtar Kelimeler

Hizmet Pazarlaması, Öğrenci Tatmini, Öğrenci Sadakati, Kurumsal İmaj Algısı

Relationship Between Student Satisfaction and Loyalty in Higher Education: Mediating Role of Corporate Image Perception

Öz

In educational institutions, students are considered as the main customers of the institution and educational services are also seen as marketable. It is necessary to meet or exceed the expectations of students in higher education institutions which are of vital importance in the development of countries. The aim of this study is to determine the mediating role of the corporate image perception in the effect of student satisfaction on loyalty in the education service sector which is becoming more and more important in human life. The research data were obtained as a result of the electronic questionnaire applied to 103 students with the Five-Point Likert Scale. SPSS and AMOS package program were used in the analysis of the data, reliability and validity analysis was applied to the variables of student satisfaction, corporate image perception and loyalty. Relationships between variables were tested using the Structural Equation Model. It was determined that student satisfaction positively affects student loyalty and the perception of corporate image had a partial mediating role in this effect.

Anahtar Kelimeler

Services Marketing, Student Satisfaction, Student Loyalty, Corporate Image Perception

Kaynakça

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