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
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