Üniversite Eğitimi Hizmetlerinde Algılanan Hizmet Kalitesine Göre Pazar Bölümlendirme: Karadeniz Teknik Üniversitesi İktisadi ve İdari Bilimler Fakültesi Örneği

Öz

Bu araştırma, üniversite öğrencilerini algılanan eğitim hizmeti kalitesi kriterine göre belli kümelere (pazar bölümlerine) ayırmak amacıyla Karadeniz Teknik Üniversitesi İktisadi ve İdari Bilimler Fakültesinin 372 öğrencisi üzerinde yapılmıştır. Analizde faktör, kümeleme, ayırma ve Ki kare istatistik teknikleri kullanılmıştır. Analiz sonucunda öğrencilerin birbirinden farklı iki kümeye ayrılabileceği görülmüştür. İki kümeyi birbirinden en iyi ayıran algılanan hizmet kalitesi boyutunun eğitim materyalleri kalitesi faktörü olduğu bunu ise sırasıyla eğiticilerin kapasiteleri, öğrenme faaliyetleri, çalışma atmosferi ve üniversitenin yerleşim yeri faktörlerinin izlediği tespit edilmiştir. Ayrıca bu iki kümenin cinsiyet, sınıf ve aylık gelir demografik değişkenleri itibariyle de birbirinden ayrıldığı belirlenmiştir

Anahtar Kelimeler

• Pazar Bölümlendirme, Algılanan Hizmet Kalitesi, Üniversite Eğitimi Hizmetleri

Market Segmentation With Respect to Perceived Service Quality on University Education Services: Sample of Management and Administrive Science Department of Karadeniz Technical University

Öz

This research was done to fixing specific market segmentation with perceived service quality criterion on the students of Business Administration and Management Faculty of Karadeniz Technical University. In analysis, factor, cluster, discriminant and chi square statistical technics were used. In the end of analysis, it was seen that students could be divided into two specific clusters. The perceived service quality dimension which is the best discriminate two clusters is quality of course materials and following this factor; capability of tutors, learning facilities, studying atmosphere and tutorial center arrangement. In addition, gender, class and income variables discriminate two cluster.

Anahtar Kelimeler

• Market segmentation, perceived service quality. University Education Services

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