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مدل‌یابی معادلات ساختاری روابط انتظارات و کیفیت‌خدمات‌آموزشی با رضایتمندی و وفاداری‌دانشجویان با ‌تاکید برنقش میانجی‌گری ارزش‌درک‌شده
جعفر حسن رضائی, علیرضا قلعه ای, بهناز مهاجران

چکیده

هدف: مطالعه پیش رو با هدف مدل‌یابی معادلات ساختاری روابط انتظارات و کیفیت خدمات آموزشی با رضایتمندی و وفاداری دانشجویان با تاکید بر نقش میانجی‌گری ارزش درک شده در دانشگاه بین‌المللی امام خمینی قزوین انجام شد.  این پژوهش بر اساس هدف کاربردی و بر حسب گردآوری دادها توصیفی پیمایشی می‌باشد.

مواد و روش‌ها: جامعه آماری پژوهش متشکل از  2996 دانشجوی سال آخر دوره کارشناسی، کارشناسی ارشد و دکتری دانشگاه بین المللی امام خمینی بود. نمونه ‌گیری به روش تصادفی طبقه‌ای نسبی متناسب با حجم جامعه آماری انجام گرفت. برای گردآوری داده‌ها پرسشنامه‌های انتظارات، کیفیت خدمات آموزشی، ارزش درک شده، رضایتمندی و وفاداری دانشجو به کار رفت و برای تایید پایایی ابزار به ترتیب ضرایب آلفای 78/0، 91/0، 85/0 ، 87/0 و 81/0 به دست آمد که نشان دهنده پایایی مطلوب ابزار می باشد. 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 نرم افزارهایاس پی اس اس و لیزرل مورد تجزیه و تحلیل قرار گرفت.

بحث و نتیجه گیری: با توجه به جداول توصیفی و میانگین‌ها، یافته‌های این پژوهش نشان داد که وضعیت دانشگاه مذکور در حوزه عوامل اثرگذار بر وفاداری دانشجو که شامل رضایتمندی، ارزش درک شده، سطح برآورده شدن انتظارات، کیفیت‌ خدمات ‌آموزشی می‌شود؛ پایینتر از حد متوسط بوده و مطلوب نمی‌باشد. یافته‌های این پژوهش نشان داد که تاثیر انتظارات بر کیفیت خدمات آموزشی، ارزش درک شده، رضایتمندی و وفاداری دانشجویان مثبت و معنادار می‌باشد. تاثیر کیفیت خدمات آموزشی بر ارزش درک شده معنادار نبود. تاثیر کیفیت‌ خدمات آموزشی بر رضایتمندی و وفاداری دانشجویان نیز مثبت و معنادار بود. تاثیر ارزش درک شده بر رضایتمندی و وفاداری دانشجویان مثبت و معنادار می‌باشد. این نتایج بر نقش میانجی‌گر و واسطه‌ای ارزش درک شده در حوزه رضایتمندی و وفاداری دانشجویان تاکید می‌نماید. به سخن دیگر با بهبود کیفیت خدمات آموزشی و برآورده شدن انتظارات دانشجویان، و به تبع آن افزایش میزان ارزش درک شده در دانشجویان، پیش بینی می‌شود که رضایتمندی و وفاداری آنان نیز افزایش یابد.بنا بر این نتایج و با توجه به اهمیت و نقش ارزش درک شده، مدل مفهومی ارائه شد.

واژگان کلیدی
انتظارات، کیفیت خدمات آموزشی، ارزش درک شده، رضایتمندی، وفاداری

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