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بررسی تاثیر کیفیت خدمات آموزشی بر وفاداری دانشجویان با میانجیگری رضایتمندی

چکیده

هدف: به دلیل کاهش جمعیت دانشجویی، اهمیت وفاداری دانشجو در آموزش عالی در حال افزایش است. از طرفی رضایتمندی دانشجویان می‌تواند منجر به وفاداری به عنوان یک مزیت رقابتی گردد. کیفیت خدمات آموزشی نیز به عنوان یک چالش مهم و تأثیرگذار در حوزه وفاداری مورد توجه است.  لذا این پژوهش به منظور بررسی تاثیر کیفیت خدمات آموزشی بر وفاداری دانشجویان با میانجیگری رضایتمندی انجام گرفت. این پژوهش از نوع توصیفی- پیمایشی بود.

مواد و روش‌ها: جامعه آماری پژوهش متشکل از 2996 دانشجوی دوره کارشناسی، کارشناسی ارشد و دکتری دانشگاه بین‌المللی امام خمینی  (ره) بود. نمونه گیری به روش تصادفی طبقه‌ای نسبی انجام گرفت. برای گردآوری داده‌ها پرسشنامه‌های کیفیت خدمات آموزشی، رضایتمندی و وفاداری دانشجو به کار رفت و برای پایایی ابزار به ترتیب ضرایب آلفای 91/0، 87/0، و 81/0 به دست آمد که نشان دهنده پایایی مطلوب ابزار می‌باشد. برای بررسی روایی پرسشنامه‌ها از تحلیل عاملی تاییدی بهره گرفته شد و روایی همه پرسشنامه ها مورد تایید قرار گرفت. در پایان تعداد 342 پرسشنامه با استفاده از مدلیابی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفت.

بحث و نتیجه گیری: تاثیر کیفیت خدمات آموزشی بر رضایتمندی مثبت و معنادار بود. همین طور تاثیر رضایتمندی بر وفاداری مثبت و معنادار بود. این پژوهش نشان داد که تأثیر مستقیم کیفیت خدمات آموزشی بر وفاداری دانشجویان منفی بوده و معنادار نمی‌باشد. اما به طور غیر مستقیم و از طریق رضایتمندی بر وفاداری تأثیرگذار است. این یافته بر اهمیت رضایتمندی به عنوان متغیری تأثیرگذار در حوزه وفاداری دانشجو و افزایش آن تأکید می‌کند. 

واژگان کلیدی
کیفیت خدمات آموزشی ، رضایتمندی ، وفاداری، آموزش عالی

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