مدل‌یابی معادلات ساختاری روابط انتظارات و کیفیت‌خدمات‌آموزشی با رضایتمندی و وفاداری‌دانشجویان با ‌تأکید برنقش میانجی‌گری ارزش‌درک‌شده

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دکتری مدیریت آموزش عالی گروه علوم تربیتی دانشگاه ارومیه، ارومیه، ایران.

2 دانشیار گروه علوم تربیتی دانشگاه ارومیه، ارومیه، ایران.

چکیده

هدف: مطالعه پیش رو با هدف مدل‌یابی معادلات ساختاری روابط انتظارات و کیفیت خدمات آموزشی با رضایتمندی و وفاداری دانشجویان با تأکید بر نقش میانجی‌گری ارزش درک شده در دانشگاه بین‌المللی امام خمینی قزوین انجام شد. این پژوهش براساس 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 بین‌المللی امام خمینی بود. نمونه‌‌گیری 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 تأیید پایایی ابزار به ترتیب ضرایب آلفای 78/0، 91/0، 85/0، 87/0 و 81/0 به دست آمد که نشان‌دهنده پایایی مطلوب ابزار می‌باشد. برای بررسی روایی پرسشنامه‌ها از تحلیل عاملی تأییدی بهره گرفته شد و روایی همه پرسشنامه‌ها مورد تأیید قرار گرفت. در پایان تعداد 342 پرسشنامه با استفاده از نرم‌افزارهای اس پی اس اس و لیزرل مورد تجزیه و تحلیل قرار گرفت.
بحث و نتیجه‌گیری: 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 تأثیر انتظارات بر کیفیت خدمات آموزشی، ارزش درک شده، رضایتمندی و وفاداری دانشجویان مثبت و معنادار می‌باشد. تأثیر کیفیت خدمات آموزشی بر ارزش درک شده معنادار نبود. تأثیر کیفیت‌ خدمات آموزشی بر رضایتمندی و وفاداری دانشجویان نیز مثبت و معنادار بود. تأثیر 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 تأکید 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، پیش‌بینی 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.

کلیدواژه‌ها

عنوان مقاله [English]

Structural equations modeling of expectations and educational service quality with students' satisfaction and loyalty emphasizing on mediating role of perceived value

نویسندگان [English]

  • Jafar Hassan Rezai 1
  • َAlireza Ghaleei 2
  • Behnaz Mohajeran 2
1 Ph.D. in Higher Education Management, Department of Education, Urmia University, Urmia, Iran.
2 Associate Professor, Department of Education, Urmia University, Urmia, Iran.
چکیده [English]

Objective: The present study aimed to model the structural equations of expectations and educational services quality with students' satisfaction and loyalty emphasizing on mediating role of perceived value at Imam Khomeini International University in Qazvin. Based on the purpose this study is practical and in terms of data collection is descriptive survey.
 Materials and methods: The statistical population consisted of 2996 undergraduate, postgraduate and Ph.D. students of International University. Stratified random sampling Commensurate with the size of the statistical society was done. For data gathering, expectations, educational service quality, perceived value, satisfaction and loyalty questionnaires were used. For reliability verification, the alpha coefficients were gained 0.78, 0.91, 0.85, 0.87 and 0.81 respectively which indicate the desirable reliability of tools. To assess the validity of the questionnaires, a confirmatory factor analysis was used and the validity of all questionnaires was confirmed. Finally 342 questionnaires were analyzed using SPSS and Lisrel software.
Result and Discussion: According to descriptive tables and averages, the findings of this study showed that the university's status in the area of factors affecting student loyalty, which includes satisfaction, perceived value, level of meeting expectations, quality of educational services, is below average and not desirable. The findings of this study showed that the effect of expectations on educational service quality, students' perceived value, satisfaction and loyalty was positive and significant. The effect of educational service quality on perceived value wasn't significant. The effect of educational service quality on satisfaction and loyalty was positive and significant. The effect of perceived value on students' satisfaction and loyalty is positive and significant. These results emphasize the role of mediating role of perceived value in students' satisfaction and loyalty. In other words, improving the quality of educational services and satisfying the students' expectations, and consequently increasing the level of perceived value in students, is expected to increase their satisfaction and loyalty. Based on these results and considering the importance of perceived value, the conceptual model was presented.

کلیدواژه‌ها [English]

  • Expectations
  • perceived value
  • satisfaction
  • educational service quality
  • loyalty

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