فصلنامه پژوهش و برنامه ریزی در آموزش عالی
تبیین نقش اخلاق حرفه ای تدریس در نیت وفاداری دانشجویان و ارزش برند
نویسندگان
1 کارشناسی ارشد مدیریت کسب و کار، مؤسسه آموزش عالی الکترونیکی ایرانیان
2 استادیار گروه مدیریت، مؤسسه آموزش عالی الکترونیکی ایرانیان
چکیده
پژوهش حاضر با هدف بررسی نقش اخلاق حرفه ای تدریس استادان در نیت وفاداری دانشجو و ارزش ویژه برند دانشگاه در مؤسسه آموزش عالی الکترونیکی ایرانیان انجام شد. برای جمع آوری داده ها از پرسشنامه های 1. اخلاق حرفه ای تدریس شامل ابعاد ویژگی های شخصیتی، تسلط بر محتوا، تسلط بر شیوه های تدریس، شناخت ابعاد مختلف یادگیرنده، ارزشیابی استاندارد و رعایت قوانین و مقررات آموزشی، 2. پرسشنامه نیت وفاداری دانشجویان شامل ابعاد وفاداری شناختی، احساسی، ارادی و عملی و 3. پرسشنامه ارزش ویژه برند شامل ابعاد وفاداری برند، کیفیت ادراک شده برند، تداعی برند و آگاهی برند استفاده شد که با توجه به هدف تحقیق مناسب سازی شدند. جامعه آماری پژوهش شامل تمام دانشجویان مؤسسه آموزش عالی الکترونیکی ایرانیان بود که 119 نفر از آنان با استفاده از روش نمونه گیری در دسترس انتخاب شدند. برای تجزیه و تحلیل داده ها از روش مدلسازی معادلات ساختاری با رویکرد حداقل مربعات جزئی (PLS) بهره گرفته شد. نتایج تحلیل عاملی تأییدی نشان داد که همه متغیرهای مشاهده پذیر و مکنون دارای بار عاملی بالاتر از 70/0 روی متغیر مکنون متناظر خود هستند و در سطح 01/0 تأیید شدند.
کلیدواژه‌ها
عنوان مقاله [English]
The role of teaching ethics in student intentions and brand value
نویسندگان [English]
- Mojtaba Mohammadi 1
- Alireza Youzbashi 2
- Fatemeh Eskandar 2
1 Master of Business Administration Management, Iranian Electronic Institute of Higher Education, Tehran, Iran.
2 Assistant professor, Department of Management, Iranian Electronic Institute of Higher Education, Tehran, Iran.
چکیده [English]
The purpose of this study was to investigate the role of faculty members' teaching professional ethics in student loyalty and the equity brand of the university at the Iranian Electronic Institute of Higher Education. Three standard questionnaires were used for data collection: 1) Professional Ethics of Teaching including personality traits, content management, mastery of teaching methods, recognition of different dimensions of learner, standard appraisal and observance of laws and regulations; 2) the Customer Loyalty Questionnaire including cognitive, emotional, voluntary and practical loyalty dimensions and 3) Brand Equity Questionnaire including brand loyalty, perceived brand quality, brand association and brand awareness dimensions. The statistical population of the study consisted of all students Iranian Electronic Institute of Higher Education. Random and available sampling method and Levi and Lamshou sample volume formula selected 119 people... For quantitative analysis of data, Structural Equation Modeling with Partial Least Squares (PLS) approach was used. The results of confirmatory factor analysis showed that all observable and latent variables had factor load higher than 0.70 on their corresponding latent variable and were confirmed at the level of 0.01.
کلیدواژه‌ها [English]
- Professional ethics of professor
- student satisfaction
- Student Loyalty
- Brand equity of university
- University reputation
2. Akhavanfar, A., Maghsoudi Ganjeh, Y., Vazifehkhah, S., & Aqeli, M. (2018). Investigating the relationship between service quality and student loyalty according to the mediating role of perceived value, student satisfaction and brand image. New Research Approaches in Management and Accounting, 6, 49-68 [in Persian].
3. Ali, M., & Ahmed, M. (2018). Determinants of students’ loyalty to university: A service-based approach. Retrieved from https://mpra.ub.uni-muenchen.de/84352/.
4. Arasteh, H.R., Naveh Ibrahim, A., & Motallebi Fard, A., (2011). A study of the status of observance of educational ethics of the faculty members of Tehran State Universities. Quarterly Journal of Culture Strategy, Second and Third Year, 8 and 9, 204-219 [in Persian].
5. Arinpour, M., & Mehrabi, N. (2016). Requirements and strategies for professional ethics in the higher education system. Journal of Ethics in Science and Technology, 11 (4), 17-23 [in Persian].
6. Azizi, Sh., Jamali Kapak, Sh., & Rezaee, M. (2012). Investigating the relationship between brand equity and brand and customer personality matching. Journal of Modern Marketing Research, 2(4) [in Persian].
7. Bagautdinova, N.G., Gorelova, Y.N., & Polyakova, O.V. (2015). University management: From successful corporate culture to effective university branding. Procedia Economics and Finance, 26, 764 -768.
8. Butt, B.Z., & Rehman, K.U. (2010). A study examining the student's satisfaction in higher education. Procedia Social and Behavioral Sciences, 2, 5446-5450.
9. Chadwick, R. (1999). Professional ethics. In Taylor and Francis, The Routledge Encyclopedia of Philosophy. Retrieved 23 Jul.
10. Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Second Edition. Hillsdale, NJ: Lawrence Erlbaum Associates Publishers.
11. Ehigie, B.O., & Taylor, M. (2009). Managing students’ loyalty to school after graduation through relationship marketing. The TQM Journal, 21(5), 502-516.
12. Davari, A., & Rezazadeh, A. (2013). Structural equation modeling with PLS. Tehran: Jahade Daneshgahi Press [in Persian].
13. Erdoğmuş, İ., & Ergun, S. (2016). New research approaches in management and accounting understanding university brand loyalty: The mediating role of attitudes towards the department and university. Procedia - Social and Behavioral Sciences, 229, 141-150.
14. Feito, C., Blanco-González, A., & González-Vázquez, E. (2019). The relationship between image and reputation in the Spanish public university. European Research on Management and Business Economics, 25(2), 87-92.
15. Ghanbari, S., Ardalan, M.R., Beheshti Rad, R., & Soltan Zade, V. (2015). Professional ethics of faculty members and its relationship to the quality of higher education. Journal of Ethics in Science and Technology, 10(2).
16. Hazée, S., Van Vaerenbergh, Y., & Armirotto, V. (2017). Co-creating service recovery after service failure: The role of brand equity. Journal of Business Research, 74, 101-109.
17. Heydari, A., Khanlari, A., & Mahdavi, Sh. (2018). Measuring brand equity of higher education institutes and universities (Case study: Tehran Business Schools). Journal of Modern Marketing Research, 7(3) [in Persian].
18. Hosseini, M.H., Yazdanpanah, A.A., & Farhadi Nahad, R. (2013). The Direct and Indirect Effects of Relationship Marketing Elements on Loyalty of Students. Quarterly Journal of Research and Planning in Higher Education, 18(4), 121-143 [in Persian].
19. Hoveida, R., & Movlavi, H. (2009). The process of educational quality improvement from the outlook of faculty members of universities in Esfahan province: A comparative study and based on AQIP scale. Iranian Journal of Education in Medical sciences, 8(1), 132-140 [in Persian].
20. Muhsin, M., Nurkhin, A., Pramusinto, Afsari, N., & Arham, AF. (2020). The relationship of good university governance and student satisfaction. International Journal of Higher Education, 9(1).
21. Imani Pour, M. (2012). Principles of professional ethics in education. Iranian Journal of Medical Ethics and History, 5(6).
22. Kazempour, Z., Ashrafi Rizi, H., & Taheri, B. (2011). The attention rate of librarians in Isfahan University of Medical Sciences and Isfahan University to professional ethics based on ethical codes of Iranian University librarians. Health Inf Manag. [in Persian].
23. Khakpour, A., & Izadi, A. (2016, May). The importance of professional ethics for professors in educational settings. The First National Conference on Professional Ethics in Educational Systems. Malayer University, May 6. [in Persian]
24. Khoshammoz, H., Goodarzvand Chegini, M., & Rezaei Klidbari, H., (2020). The relationship between professional ethics and employee knowledge to organizational accreditation. Journal of Ethics in Science and Technology, 14(2) [in Persian].
25. Khoshnevisan, F., Sharifi, S., Neyestani, M.R., & Fazeli, N. (2019). The value of higher education: analysis of reasons for tendency to study at university. Quarterly Journal of Research and Planning in Higher Education, 25(2), 43-61 [in Persian].
26. Leonnard, L., Daryanto, H.K., Sukandar, D., & Yusuf, E.Z. (2015). The loyalty model of private university student. International Research Journal of Business Studies, 7(1).
27. Mobashery, M., Khosravi, SH., Deris, F., Taheri, Z., Taji, F., & Mardanpour, E. (2011). Characteristics of a good teacher in terms of students of health school in Shahrekord University of Medical Sciences. Med Educ J. [in Persian].
28. Motahhari Nejad, H., & Ahmadi Deh Ghotbaddini, M. (2014). Effective factors on student loyalty: A relationship marketing approach. Quarterly Journal of Research and Planning in Higher Education, 20 (3), 121-140 [in Persian].
29. Murray, H., Gillese, E., Lennon, M., Mercer, P., & Robinson, R. (1996). Ethical principles in university, Teaching. STLHE/SAPES.
30. Oliver, R. (1997). Satisfaction: A behavioral perspective on the consumer. New York: McGraw-Hill, Boston Irwin.
31. Payne, D., & Pressley, M. (2013). A transcendent code of ethics for marketing professionals. Int J. Law Manag., 55(1), 55-73.
32. Rahimi, H., & Aghabaee, R. (2013). Relation between organizational culture and professional ethics faculty at university of Kashan. Journal of Medical Education Strategies, 6(2) [in Persian].
33. Saebi, Z., & Mostahfezian, M., (2020). The relationship between professional ethics and the effectiveness of managers. Ethics Charter in Science and Technology, 14(2) [in Persian].
34. Sazvar, A., Ghaedi, M., & Mohamadi, E. (2019). The role of brand attachment power in the brand equity of higher education at international level. Quarterly Journal of Research and Planning in Higher Education, 25 (3), 123-145 [in Persian].
35. Sobhani Nejad, M., Najafi, H., Jafari Harandi, R., & Farmahini Farahani, M. (2015). Teaching professional ethics components from the viewpoint of students; Qom University of Medical Sciences. Bimonthly of Education Strategies in Medical Sciences, 7(6), 399-403 [in Persian].
36. Talebi, S., Mahmodian, H., Seif, M.H., & Rastegar, A. (2015). Expansion of the model of factors affecting student loyalty to the university in terms of faculty member in the higher education system. Leadership and Educational Management Research, 1(3), 73-90 [in Persian].
37. Valitov, S.M. (2014). University brand as a modern way of winning competitive advantage. Procedia - Social and Behavioral Sciences, 152 (2014), 295-299.
38. Vera, J., & Trujillo, A. (2017). Searching most influential variables to brand loyalty measurements: An exploratory study. Contaduríay Administración, 62, 600-624.
)