بررسی تأثیر کیفیت خدمات آموزشی بر وفاداری دانشجویان با میانجی‌گری رضایتمندی

نوع مقاله : علمی - پژوهشی

نویسنده

دانش‌آموخته دکتری مدیریت آموزش عالی، گروه علوم تربیتی، دانشکده ادبیات و علوم انسانی، دانشگاه ارومیه، ارومیه، ایران

چکیده

هدف: وفاداری دانشجو، یکی از مؤلفه‌های مهم در آموزش عالی است که باتوجه به کاهش جمعیت دانشجو در ایران، اهمیت این مؤلفه در حال افزایش است. از طرفی رضایتمندی دانشجویان می‌تواند منجر به وفاداری به‌عنوان یک مزیت رقابتی گردد. کیفیت خدمات آموزشی نیز به‌عنوان یک چالش مهم و تأثیرگذار در حوزه وفاداری مورد توجه است. لذا این پژوهش به‌منظور بررسی تأثیر 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. نمونه‌گیری 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 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 مدل‌یابی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفت.
بحث و نتیجه‌گیری: تأثیر کیفیت خدمات آموزشی بر رضایتمندی مثبت و معنادار بود. همین‌طور تأثیر 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 به‌طور غیرمستقیم و از طریق رضایتمندی بر وفاداری تأثیرگذار است. این یافته بر اهمیت رضایتمندی به‌عنوان متغیری تأثیرگذار در حوزه وفاداری دانشجو و افزایش آن تأکید می‌کند.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Educational Service Quality on Students' Loyalty through Satisfaction Mediation

نویسنده [English]

  • Jafar Hassan Rezai
Ph.D. in Higher Education Management, Education Department, Literature and Humanities Faculty, Urmia University, Urmia, Iran
چکیده [English]

Objective: Due to the decrease in student population, the importance of student loyalty in higher education is increasing. On the other hand, student's satisfaction can lead to loyalty as a competitive advantage. Educational Service Quality is also considered an important and effective challenge in this area. Thus this study was conducted to evaluate the effect of educational service quality on students' loyalty by satisfaction mediation.This was a descriptive survey study.
Materials and methods: The statistical population consisted of all undergraduate, postgraduate, and Ph.D. students of Imam Khomeini International University. The stratified random sampling was done. Students' Loyalty, Satisfaction and Educational Service Quality questionnaires were used to collect data, to confirm the tool's reliability. The alpha coefficients respectively were 0.91, 0.87 and 0.81, indicating the tools' desired reliability. Finally, 342 questionnaires were analyzed using structural equation modeling.
Result and Discussion: The effect of educational service quality on satisfaction was positive and significant. The effect of satisfaction on loyalty was positive and significant.This study showed that the direct effect of educational service quality on students' loyalty was negative and not significant. But it affects the loyalty indirectly and through satisfaction. This finding emphasizes the importance of satisfaction as an influential variable in student loyalty and enhancement.

کلیدواژه‌ها [English]

  • Higher education
  • educational service quality
  • Satisfaction
  • Loyalty
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