Service Quality, Students’ Satisfaction and Supportive Attitude in the Higher Education Institutions: Evidence from an Emerging Market

Year 2019, Volume: 10 Issue: 17, 308 - 331, 31.03.2019

Dilek Penpece-demirer

https://doi.org/10.26466/opus.512605

Abstract

The higher education
sector has been growing steadily in all over the world. Similar improvements
are experienced in Turkey. Growing number of higher education institutions
cause growing competition. Thus these institutions are in need of developing
their service quality level and satisfying the students. Higher education
institutions need support from their students. Supportive attitudes of students
may make a big contribution to these institutions. Thus it is significant for
higher education institutions to create students’ supportive attitudes. The aim
of the study is to investigate the higher education institutions’ service
quality and its impact on student’s satisfaction and supportive attitude in
Turkey, as an emerging market. A total of 610 students in two universities in
Adana, Turkey attended to present study. Descriptive analysis was done at the
first stage, reliability analysis at the second stage as well. Confirmatory
Factor Analysis was then employed. Finally Structural Equation Modelling was
applied to examine the hypothesized model. It is concluded that service quality
has a significant and positive effect on students' satisfaction and indirectly
on students' supportive attitude through the students’ satisfaction path.

Keywords

Higher education institutions, Service quality, Student satisfaction, Supportive attitude, Higher education marketing

Yükseköğretim Kurumlarında Hizmet Kalitesi, Öğrencilerin Memnuniyeti ve Destekleyici Tutum: Gelişmekte Olan Bir Pazar Örneği

Abstract

Yükseköğretim sektörü tüm
dünyada istikrarlı bir şekilde büyümektedir. Türkiye'de de benzer gelişmeler
yaşanmaktadır. Artan sayıda yükseköğretim kurumu, rekabetin de artmasına neden
olmaktadır. Bu nedenle, bu kurumların hizmet kalitesi seviyelerini geliştirmeye
ve öğrencilerini tatmin etmeye ihtiyaçları vardır. Ayrıca yükseköğretim
kurumlarının öğrencileri tarafından desteklenmeleri gerekir. Öğrencilerin
destekleyici tutumları bu kurumlara büyük katkı sağlayabilir. Bu nedenle,
yükseköğretim kurumlarının öğrencilerin destekleyici tutumlarını oluşturması
önemlidir. Dolayısıyla çalışmanın amacı, yükselen bir pazar olarak
Türkiye'deki, yükseköğretim kurumlarının hizmet kalitesini ve onun öğrenci
memnuniyeti ve destekleyici tutum üzerindeki etkisini araştırmaktır. Çalışmaya
Adana’daki iki üniversiteden toplam 610 öğrenci katıldı. Öncelikle tanımlayıcı
istatistikler, ikinci aşamada da güvenilirlik analizi yapılmıştır. Daha sonra
Doğrulayıcı Faktör Analizi kullanılmıştır. Son olarak, hipotez testleri için
Yapısal Eşitlik Modellemesi uygulanmıştır. Hizmet kalitesinin, öğrencilerin
memnuniyeti üzerine doğrudan ve öğrencilerin memnuniyeti vasıtasıyla onların
destekleyici tutumları üzerinde dolaylı olarak önemli ve olumlu bir etkisi
olduğu sonucuna varılmıştır.

Keywords

Yükseköğretim kurumları, Hizmet kalitesi, Öğrenci memnuniyeti, Destekleyici tutum, Yükseköğretim pazarlaması

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