新兴高等教育市场中大学品牌忠诚度的决定因素

IF 1.9 Q2 EDUCATION & EDUCATIONAL RESEARCH Journal of Applied Research in Higher Education Pub Date : 2024-02-06 DOI:10.1108/jarhe-10-2023-0494
Davood Ghorbanzadeh, Atena Rahehagh, Mohammad Najarzadeh
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引用次数: 0

摘要

目的 大学品牌是高等教育(HE)的关键竞争优势。本研究探讨了大学声誉对伊朗私立大学核心服务(情感环境、感知师资和课程适用性)和品牌忠诚度的中介影响。使用结构方程建模(SEM)对从伊朗首都主要私立大学学生处收集的数据进行了分析,以直接和间接检验所提出的模型。其中,核心服务结构(情感环境、感知师资和课程适宜性)对大学品牌声誉有显著影响。研究发现了大学声誉影响学生忠诚度的证据。研究的局限性/启示当前的研究为那些在竞争激烈的高等教育市场中面临长期生存挑战的大学提供了启示。研究结果不仅有助于建立大学品牌忠诚度的理论,还为指导管理者制定有效战略做出了重要贡献,管理者可以通过关注最关键的决定因素来建立声誉和忠诚度。原创性/价值虽然高校营销方面的研究在不断增加,但大学核心服务对建立忠诚度的影响却没有引起人们的注意,而这在理论上是一个重要的构建。本文提出了一个新的框架,在新兴高校市场背景下,借助选定维度之间的综合关系来实现高校品牌忠诚度。
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Determinants of university brand loyalty in an emerging higher education market

Purpose

A university’s brand is a key competitive advantage in higher education (HE). This study examines the university's reputation’s intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran.

Design/methodology/approach

A quantitative method was used to achieve research objectives. The data collected from students enrolled in major private universities in the capital of Iran were analyzed to test the proposed model, both directly and indirectly, using structural equation modeling (SEM).

Findings

The findings confirmed all of the hypothesized relationships. Prominently, the core service construct (emotional environment, perceived faculty and course suitability) was found to be significantly affecting the university brand reputation. The study found evidence for the impact of university reputation on students' loyalty. Findings also indicated the presence of several indirect relationships among the considered dimensions.

Research limitations/implications

Current research offers implications for universities that are met with the perpetual challenge of survival in the competitive HE marketplace. Findings from the study not only help build theory on university brand loyalty but also make an essential contribution towards guiding managers in developing effective strategies by building reputation and loyalty by concentrating on the most crucial determinants.

Originality/value

Although research in HE marketing is growing, the effects of university core services on building loyalty have not garnered attention, which is theoretically a vital construct. The paper presents a new framework to realize university brand loyalty with the help of integrated relationships among select dimensions in the setting of an emerging HE market.

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来源期刊
Journal of Applied Research in Higher Education
Journal of Applied Research in Higher Education EDUCATION & EDUCATIONAL RESEARCH-
CiteScore
4.50
自引率
11.80%
发文量
63
期刊介绍: Higher education around the world has become a major topic of discussion, debate, and controversy, as a range of political, economic, social, and technological pressures result in a myriad of changes at all levels. But the quality and quantity of critical dialogue and research and their relationship with practice remains limited. This internationally peer-reviewed journal addresses this shortfall by focusing on the scholarship and practice of teaching and learning and higher education and covers: - Higher education teaching, learning, curriculum, assessment, policy, management, leadership, and related areas - Digitization, internationalization, and democratization of higher education, and related areas such as lifelong and lifewide learning - Innovation, change, and reflections on current practices
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