HOW TO MEASURE THE CUSTOMER SATISFACTION AMONG INTERNATIONAL STUDENTS? AN EXPLORATIVE CASE STUDY ON UNIVERSITY STUDENTS

Yıl 2015, Cilt: 8 Sayı: 2, 41 - 59, 29.04.2015

Cihat Polat

Öz

The international education market is as highly co mpetitive as it is quite big, dynamic, and responsive and even many countries around the world co mpete for it. Attracting international students in such a ma rket large ly depends on the level o f their satisfaction and internationalizat ion of university, one of the most important indicators of wh ich is the number of students that it succeeds to recruit fro m the international education ma rket. Hence, it is important to measure and know about how satisfied international students are and what factors affect their satisfaction for decision ma kers in universities. This study is an attempt to measure the satisfaction leve l of international students based on a conceptual model depended on literature review, wh ich is t hen applied to measure the satisfaction level of internationals in Niğde University, wh ich endeavors to get more international students. The model included a six g roup of variables, na me ly education quality, social life , econo mic conditions, facilities and services offered, students’ expectations, and empathy for students, as the influential factors. The data was collected fro m the international students in Niğde University with face-to-face questionnaire method and some exp loratory data analyses were performed on it. The paper presented the findings from the analyses of data and its relevant implications

Anahtar Kelimeler

Education market, customer satisfaction, student satisfaction, international students’ satisfaction, satisfaction level, higher education

ULUSLARARASI ÖĞRENCİLERİN MÜŞTERİ MEMNUNİYETİ ÖLÇÜMÜ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE KEŞİFSEL BİR OLAY ÇALIŞMASI

Öz

Uluslararası eğitim pazarı; büyük, dinamik ve duyarlı olduğu kadar aynı zamanda son derece rekabetçi bir yapıya sahiptir ve dünyada birçok büyük devletin rekabete dahil olduğu bir pazardır. Böyle bir pazarda öğrenci çekmek, büyük oranda üniversitenin uluslararasılaşmasına –ki bunun en önemli göstergelerinden biri, üniversitenin uluslararası pazarlardan çekebildiği öğrenci sayısıdır- ve öğrenci memnuniyetine bağlıdır. Bu nedenle, öğrencilerin memnuniyet düzeyinin ölçülmesi ve bunu etkileyen faktörlerin bilinmesi, üniversite karar vericileri için önemlidir. Bu çalış ma, literature incelemesine dayalı olarak geliştilen kavramsal bir modele bağlı olarak uluslararası öğrencilerin memnuniyetini ölçmeye yönelik bir girişim olup, geliştirilen model ile (daha fazla uluslararası öğrenci çekmeye çalışan) Niğde Üniversitesi’ndeki uluslararası öğrencilerin memnuniyeti ölçme yönünde bir çabayı içermektedir. Model, (eğitim kalitesi, sosyal yaşam, ekonomik şartlar, üniversitenin imkanları ve sunduğu hizmetler, öğrencilerin beklentileri ve öğrencilere yönelik empati’yi içeren altı grup değişkeni (ve bunlara i lişkin alt dağişkenleri) içermektedir. Çalış manın verileri, modele dayalı olarak geliştirilen bir anket uygulamasının Niğde Üniversitesi’ndeki uluslararası öğrencilere uygulanması ile toplanmış ve temel keşifsel veri analizi ile analiz edilmiştir. Çalışma, ilgili keşifsel analizin bulgularını ve elde edilen sonuçları içermektedir. 

Anahtar Kelimeler

Eğit im pazarı, müşteri memnuniyeti, öğrenci memnuniyeti, u luslararası öğrenci memnuniyeti, memnuniyet düzeyi, yüksek öğrenim

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