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تصویر برند حلقه میانجی ارتباط کیفیت خدمات و ارتباطات بر تمایلات رفتاری دانشجویان در آموزش عالی | ||
مدیریت دانشگاهی | ||
دوره 2، شماره 1 - شماره پیاپی 4، فروردین 1402، صفحه 98-73 اصل مقاله (602.99 K) | ||
نوع مقاله: مقاله پژوهشی | ||
شناسه دیجیتال (DOI): 10.22034/jam.2023.62707 | ||
نویسندگان | ||
فاطمه رستگار کهخا ژاله1؛ روح الله باقری مجد* 2 | ||
1دانشجوی کارشناسی ارشد مدیریت آموزشی، گروه علوم تربیتی، دانشکده علوم تربیتی و روانشناسی، دانشگاه سیستان و بلوچستان، زاهدان، ایران | ||
2استادیار، گروه علوم تربیتی، دانشکده علوم تربیتی و روانشناسی، دانشگاه سیستان و بلوچستان، زاهدان، ایران. | ||
چکیده | ||
امروزه موسسات آموزش عالی با ورود در یک محیط رقابتی و کاهش منابع دولتی، نیازمند حفظ و جذب دانشجویان با ایجاد تصویر نهادی مثبت از طریق افزایش کیفیت خدمات و ارتباطات میباشند. هدف پژوهش، بررسی تأثیر کیفیت خدمات و ارتباطات بر تمایلات رفتاری دانشجویان با میانجیگری تصویر برند در آموزش عالی بوده است. روش پژوهش همبستگی بوده است که در جامعه دانشجویان دانشگاه سیستان و بلوچستان با نمونه 320 نفری بر اساس تصادفی ساده اجرا شده است. ابزار پژوهش چهار پرسشنامه، تمایلات رفتاری، کیفیت خدمات، کیفیت ارتباطات و تصویر برند بوده است. روایی تأییدی، پایایی ترکیبی و آلفای کرانباخ هر سه ابزار مناسب گزارش شد. روش تجزیه و تحلیل با استفاده از نرم افزار SmartPLS مدل معادلات ساختاری بوده است. نتایج نشان داد، کیفیت خدمات و ارتباطات به صورت مستقیم و غیرمستقیم از طریق تصویر برند بر تمایلات رفتاری دانشجویان مؤثر بوده است. همچنین کیفیت خدمات و ارتباطات بر تصویر برند به صورت مستقیم موثر بود از طرفی تصویر برند به صورت مستقیم بر تمایلات رفتاری دانشجویان اثر داشت. میتوان گفت، حفظ و جذب دانشجویان تحت تاثیر کیفیت خدمات و ارتباطات و تصویر برند دانشگاه میباشد و موسسات آموزش عالی با ایجاد تصویر مثبت نهادی میتوانند بر تمایلات دانشجویان در انتخاب دانشگاه برای ورود به تحصیل نقش سازنده داشته باشند. | ||
کلیدواژهها | ||
آموزش عالی؛ تصویر برند؛ تمایلات رفتاری دانشجویان؛ کیفیت ارتباطات؛ کیفیت خدمات | ||
مراجع | ||
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