AN EXAMINATION OF THE RELATIONSHIP AMONG PERSONAL VALUES, PERCEIVED VALUE OF EDUCATION AND SATISFACTION

Abstract

The aim of this study was to analyze the relationships among personal values, perceived value of education and satisfaction. In addition, personal values, perceived educational value and satisfaction levels of the students at Akdeniz University, Turkey (N=944) were determined. Students completed the Perceived Value Scale (Ledden et al. 2007), the Satisfaction Scale (Ledden et al. 2007), the SERPVAL Scale (Lages and Fernandes, 2005) and a demographic questionnaire. The empirical results of the SEM indicated that there is a strong relationship between personal values and perceived value of education. There is also a robust relation between perceived value of education and satisfaction

Keywords

• Personal Values, Perceived Value of Education, Satisfaction, Higher Education Marketing

Kaynakça

1. Alves, Helena (2010), “The Measurement of Perceived Value in Higher
2. Education: A Unidimensional Approach”, Working Papers de Gestão, Economia e Marketing (Management, Economics and Marketing Working Papers td-04- ). Bloemer, Josee and David Dekker (2003), “Effects of Personal Values on
3. Customer Satisfaction: An Empirical Test of the Value Percept Disparity Model and the Value Disconfirmation Model”, Working Paper Series on Research in Relationship Management, http://dare.ubn.kun.nl/bitstream/2066/19493/1/
4. %20effeofpev.pdf (Accessed: 21.09.2010).
5. Bolton, Ruth N. and James H. Drew (1991), “A Multistage Model of Customer’s
6. Assessments of Service Quality and Value”, Journal of Consumer Research, Vol.17, No.4, pp.375-384. Choi, Kui-Son, Woo-Hyun Cho, Sunhee Lee, Hanjoon Lee and Chankon Kim (2004), “The Relationships among Quality, Value, Satisfaction and Behavioral
7. Intention in Health Care Provider Choice: A South Korean Study”, Journal of Business Research, Vol.57, No.8, pp.913-921. Cronin, J. Joseph Jr., Michael K. Brady, M. and G. Tomas M. Hult 2000,
8. “Assessing the Effects of Quality, Value and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, No.762, pp.193-218. DeShields, Oscar W.Jr., Ali Kara and Erdener Kaynak (2005), “Determinants of

9. Business Student Satisfaction and Retention in Higher Education: Applying Herzberg’s Two Factor Theory”, International Journal of Educational Management, Vol.19, No.2, pp.128-139. Diamantis, G.V. and V.K. Benos (2007), “Measuring Student Satisfaction with their Studies in an International and European Studies Department”, Operational
10. Research. An International Journal, Vol.7, No. 1, pp.47-59
11. Eggert, Andreas and Wolfgang Ulaga (2002), “Customer Perceived Value: A
12. Substitute for Satisfaction in Business Markets?”, Journal of Business & Industrial Marketing, Vol. 17, No. 2/3, pp.107-118. Fornell, Claes, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha and Barbara E. Bryant (1996), The American Customer Satisfaction Index: Nature,
13. Purpose and Findings, Journal of Marketing, Vol.60, pp.7-18. Hoyle, Rick H. (1995), “Structural Equation Modeling: Concepts, Issues, and Applications”, Newbury Park: Stage Publication, Inc.
14. Jen, William and Kai-Chieh Hu (2003), “Application of Perceived Value Model to Identify Factors Affecting Passengers’ Repurchase Intentions on City Bus: A
15. Case of Taipei Metropolitan Area”, Transportation, Vol.30, No.3, pp.307-327. Kusumawati, Andriani (2010), Privatisation and Marketisation of Indonesian
16. Public Universities: A Systematic Review of Student Choice Criteria Literature, The Indonesian Student International Conference. http://ro.uow.edu.au/gsbpapers/32, (Accessed: 03.01.2011).
17. Lages, Luis F. and Joana C. Fernandes (2005), “The SERPVAL Scale: A Multi
18. Item Instrument for Measuring Service Personal Values”, Journal of Business Research, Vol.58, pp.1562-1572.
19. LeBlanc, Gaston and Nha Nguyen (1999), “Listening to the Customer’s Voice:
20. Examining Perceived Service Value among Business College Students”, The International Journal of Educational Management, Vol.13, No.4, pp.187-198. Ledden, Lesley, Stavros P. Kalafatis and Phillip Samouel, (2007), “The
21. Relationship between Personal Values and Perceived Value of Education”, Journal of Business Research, Vol.60, pp.965-974. Logaj, Vinko and Anita Trnavcevic (2006), “Internal Marketing and Schools: The Slovenian Case Study”, Managing Global Transitions, Vol.4, No.1, pp.79-96.
22. Mazzarol, Tim (1998), “Critical Success Factors for International Education
23. Marketing”, International Journal of Educational Management, Vol.12, No.4, pp.163-175. McDougall, Gordon H. G., and Levesque, Terrence (2000), “Customer
24. Satisfaction with Services: Putting Perceived Value into the Equation”, Journal of Services Marketing, Vol.14, No.5, pp.392-410. Oplatka, Izhar and Jane Hemsley-Brown (2004), “The Research on School
25. Marketing: Current Issues and Future Directions”, Journal of Educational Administration, Vol.42, No.3, pp.375-400. Payne, Adrian and Sue Holt (2001), “Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing”, British Journal of Management, Vol.12, No.2, pp. 159-182.
26. Rizvi, Siyed A. A. and Mohammad, N. Khan (2010), “The Uniqueness of
27. Educational Marketing”, Journal of Economics and Engineering, No.4, pp.39-43. Schiffman, Leon G., Elaine Sherman, and Mary Long (2003), “Toward a Better
28. Understanding of the Interplay of Personal Values and the Internet”, Psychology and Marketing, Vol.20, No.2, pp. 169-186. Shank, Matthew D., Mary Walker and Thomas Hayes (1995), “Understanding
29. Professional Service Expectations: Do we Know What Our Students Expect in a Quality Education?”, Journal of Professional Services Marketing, Vol.13, No.1, pp. 71-89. Sweeney, Jillian C. and Geoffrey N. Soutar (2001), “Consumer-Perceived Value:
30. The Development of a Multiple Item Scale,” Journal of Retailing, Vol.77, No.2, pp. 203-220. Woodruff, Robert B. (1997), “Customer Value: the Next Source for Competitive
31. Advantage”, Journal of the Academy of Marketing Science, Vol.25, No.2, pp. 153. Yang, Jack Fei and Ching-Mei Hsiao (2006), “Educational Marketing of
32. Transnational Education in Asia”, The Journal of American Academy of Business, Vol. 9, No.2, pp. 72-77. Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry (1985), “Problems and Strategies in Services Marketing”, Journal of Marketing, Vol.49, Spring, pp. 46.
33. Zeithaml, Valarie A. (1988),“Consumer Perceptions of Price, Quality and Value”,
34. Journal of Marketing, Vol.52, No.3, pp.2-22.