عوامل مؤثر بر وفاداری دانشجو: رویکرد بازاریابی رابطه‌مند

نویسندگان

1 بخش علوم تربیتی دانشگاه شهید باهنر کرمان

2 دانشجوی دکترای سنجش آموزش دانشگاه تهران و عضو هیئت علمی دانشگاه آزاد اسلامی واحد اَنار

چکیده

این پژوهش با هدف ارائه مدلی مبتنی بر رویکرد بازاریابی رابطه‌مند به‌منظور تعیین عوامل مؤثر بر وفاداری دانشجو انجام شد. برای این منظور یک نمونه 696 نفری از دانشجویان دوره کارشناسی
به‌صورت طبقه‌ای انتخاب شدند. با استفاده از پرسشنامه داده‌های مورد نیاز در خصوص متغیرهای مدل پیشنهادی گردآوری و برای تحلیل آنها از روش تحلیل مسیر استفاده شد. یافته‌ها نشان داد که ضرایب مسیر کیفیت خدمات، فعالیتهای اجتماعی و امکانات بر رضایت دانشجو، ضرایب مسیر کیفیت خدمات، فعالیتهای اجتماعی، امکانات و رضایت دانشجو بر شهرت دانشگاه و ضرایب مسیر رضایت دانشجو و شهرت دانشگاه بر وفاداری به دانشگاه معنادار است. اما ضرایب مسیر فناوری اطلاعات بر رضایت دانشجو و شهرت دانشگاه معنادار نبود. در ضمن، رضایت دانشجو نسبت به شهرت دانشگاه پیش‌بینی کننده بهتری برای وفاداری دانشجو به‌شمار می‌آید. شناخت در خصوص عناصر مدل پیشنهادی و نوع ارتباط آنها با یکدیگر گامی مؤثر برای جذب و حفظ دانشجو در مؤسسات آموزش‌عالی است.

کلیدواژه‌ها

عنوان مقاله [English]

Effective factors on student loyalty: a relationship marketing approach

نویسندگان [English]

  • Hossein Motahhari Nejad 1
  • Mohammad Ahmadi Deh Ghotbaddini 2

1 Educational Sciences, Shahid Bahonar University of Kerman

2 Doctoral Student in Assessment of Education, Tehran University, Faculty Member of Islamic Azad University, Anar Branch

چکیده [English]

The current research aimed to develop a model based on relationship marketing approach to determine the effective factors on student loyalty. For this purpose, a research sample of 696 students was chosen through stratified sampling. Required data concerning the variables of proposed model was collected through a questionnaire and analyzed using path analysis method. The findings showed that the path coefficients of services quality, social activities, and facilities on student satisfaction, the path coefficients of services quality, social activities, facilities, and student satisfaction on the reputation of university, and also the path coefficients of student satisfaction, and university reputation on the loyalty toward university were significant while the path coefficients of information technology on student satisfaction and university reputation were not so. Meanwhile, student satisfaction to the university reputation was a better predictor for the student loyalty. Understanding the elements of proposed model and their relationship with each other would be an effective step in attracting and retaining students in higher education institutions.

کلیدواژه‌ها [English]

  • Marketing in higher education
  • Relationship Marketing
  • Student Loyalty
  • University reputation
  • student satisfaction

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