Journals / Yükseköğretim Dergisi / 2021 / Cilt: 11 - Sayı: 1
Which Matters More in Higher Education: Social Environment or Teaching Excellence? A Comparison Between Private and Public Universities
- Journal
- Yükseköğretim Dergisi
- Pages
- 51–62
- DOI
- —
Abstract
The competition among higher education institutions to attract and retain prospective students is constantly getting fiercer. Therefore, it is important to investigate the factors that affect student satisfaction, student loyalty, and perceived image of a university. This study aims to identify and compare the influence of social environment and teaching excellence provided to students on institutions’ university image, student satisfaction, and student loyalty. The data were collected from 829 undergraduate students who were studying at 15 universities, 5 public and 10 private, in Istanbul. The data were analyzed by Structural Equation Modeling. The hypotheses were tested by using path analysis in AMOS and Independent Sample t-Test in SPSS. The results provide evidence that both social environment and teaching excellence have a direct significant influence on the image of a university and student satisfaction, together with an indirect influence on student loyalty through university image and student satisfaction. Some suggestions for higher education institutions are made based on the differences between coefficients among variables.
Özet
Yüksekö¤retim kurumlar› aras›nda arzulanan nitelik ve nicelikte ö¤renci çekmek için rekabet her geçen gün artmaktad›r. Bu nedenle, üniversitenin kurumsal imaj›n› ve ö¤renci memnuniyetini ve ö¤renci sadakatini etkileyen faktörlerin araflt›r›lmas› önemlidir. Bu do¤rultuda bu çal›flman›n amac›, üniversiteler taraf›ndan ö¤rencilere sa¤lanan sosyal yaflam olanaklar›n›n ve ö¤- renim kalitesinin üniversite kurumsal imaj›na, ö¤renci memnuniyetine ve ö¤renci sadakatine etkisini ortaya koymak ve sosyal yaflam ve ö¤renim kalitesi de¤iflkenlerinin ba¤›ml› de¤iflkenleri aç›klama düzeylerini karfl›laflt›rmakt›r. Bu amaç do¤rultusunda ‹stanbul’da bulunan 10 vak›f ve 5 devlet üniversitesinde kotal› örneklem yöntemi ile 829 ö¤renciden veri toplanm›flt›r. Veri seti Yap›sal Eflitlik Modellemesi ile analiz edilmifltir. Araflt›rma sonucuna göre hem ö¤renim kalitesinin hem de sosyal yaflam›n üniversite kurumsal imaj›n› ve ö¤renci memnuniyetini do¤rudan etkilemektedir. Ayr›ca, hem ö¤renim kalitesinin hem de sosyal yaflam de¤iflkenleri ö¤renci sadakatini kurumsal imaj ve ö¤renci memnuniyeti de¤iflkenleri üzerinden dolayl› olarak etkilemektedir. Modelde yer alan de¤iflkenler aras› etki katsay›lar›ndaki farkl›l›klardan hareketle, üniversitelere önerilerde bulunulmufltur.