Integrativni model kvaliteta odnosa sa korisnicima u oblasti visokog obrazovanja: istrazivanje u Srbiji
Sažetak
Cilj ovog rada je ispitati formiranje kvaliteta odnosa sa korisnicima i njegove posledice u kontekstu visokog obrazovanja. Rad se oslanja na postojeću literaturu u uslužnim delatnostima i predlaže orijentaciju prema korisnicima od strane nastavnika kao determinantu kvaliteta odnosa sa korisnicima, koja obuhvata poverenje i satisfakciju, kao i kontinuitet odnosa i usmenu propagandu kao konsekvence percepcije studenata u vezi sa kvalitetom odnosa. Modelovanje uz pomoć strukturnih jednačina primenjeno je za analizu podataka prikupljenih na prigodnom uzorku od 236 studenata malog državnog fakulteta u Srbiji. Rezultati pokazuju da poverenje i satisfakcija studenata posreduju u uticaju orijentacije nastavnika prema korisnicima na kontinuitet odnosa i širenje usmene propagande. I poverenje i satisfakcija studenata pojavili su se kao direktne pozitivne determinante širenja usmene propagande, dok je uticaj poverenja na kontinuitet odnosa posredovan satisfakcijom studenata. U radu su razmotrene implikacije i ograničenja studije i date su smernice za buduća istraživanja.
Reference
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103, 411–423.
Annamdevula, S., & Bellamkonda, R. S. (2016) The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management, 11(2), 446-462.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94.
Bejou, D., Wray, B., & Ingram. T. N. (1996). Determinants of relationship quality: an artificial neural network analysis. Journal of Business Research, 36(2), 137-143.
Casidy, R. (2014). The role of perceived market orientation in the higher education sector. Australasian Marketing Journal, 22, 155–163.
Cheng, J.-H., Chen, F.-Y., & Chang, Y.-H. (2008). Airline relationship quality: An examination of Taiwanese passengers. Tourism Management, 29, 487-499.
Chiou, J.-S. (2004). The antecedents of consumers’ loyalty toward Internet Service Providers. Information & Management, 41, 685–695.
Dado, J., Taborecka-Petrovicova, J., Riznic, D., & Rajic, T. (2013). Linking service quality and satisfaction to behavioural intentions in higher education setting. Ekonomicky casopis, 61(6), 578-596.
Douglas, J. A., Douglas, A., McClelland, R. J., & Davies, J. (2015). Understanding student satisfaction and dissatisfaction: an interpretive study in the UK higher education context. Studies in Higher Education, 40(2), 329-349.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.
Ghosh, A. K., Whipple, T. W., & Bryan, G. A. (2001). Student Trust and its Antecedents in Higher Education, The Journal of Higher Education, 72(3), 322-340.
Guilbault, M.(2016). Students as customers in higher education: reframing the debate. Journal of Marketing for Higher Education, 26(2), 132-142.
Guilbault, M. (2018). Students as customers in higher education: The (controversial) debate needs to end. Journal of Retailing and Consumer Services, 40, 295-298.
Hair, J.F., Anderson, R.E., Tatham, R.L. & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective (7th ed). New Jersey: Pearson Prentice Hall.
Harris, L. C., & Goode, M. M.H. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80, 139–158.
Helgesen, Ø., & Nesset, E.(2007). What accounts for students’ loyalty? Some field study evidence. International Journal of Educational Management, 21(2), 126-143.
Hemsley‐Brown, J., & Oplatka, I. (2010). Market orientation in universities: A comparative study of two national higher education systems. International Journal of Educational Management, 24(3), 204-220.
Hsieh, Y.-C., & Hiang, S.-T. (2004). A Study of the Impacts of Service Quality on Relationship Quality in Search-Experience-Credence Services. Total Quality Management, 15(1), 43–58.
Huang, J.-A., Lai, C.-S., Hu, J.-S., & Weng, R.-H. (2014). The impact of market orientation on patient loyalty: the mediation of relationship quality. Service Business, 8(4), 499–515.
Ismanova, D. (2019). Students’ loyalty in higher education: The mediating effect of satisfaction, trust, commitment on student loyalty to Alma Mater. Management Science Letters, 9, 1161–1168.
Izogo, E. E. (2016). Structural equation test of relationship quality. International Journal of Emerging Markets, 11(3), 374-394.
Kim, W. G., & Cha, Y. (2002). Antecedents and consequences of relationship quality in hotel industry. International Journal of Hospitality Management, 21, 321–338.
Kim, W. G., Lee, Y.-K, & Yoo, Y.-J. (2006). Predictors of Relationship Quality and Relationship Outcomes in Luxury Restaurants. Journal of Hospitality & Tourism Research, 30, 143-169.
Kirca, A. H., Jayachandran, S., & Bearden, W. O. (2005). Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance. Journal of Marketing, 69(2), 24-41.
Meštrović, D., (2016, September). The Impact of Service Quality on Students' Satisfaction and the Word-of-Mouth: The Case of the University of Rijeka Departments. Paper presented at the International Multi-disciplinary Conference ENTerprise REsearch InNOVAtion (ENTRENOVA '16), Croatia, Rovinj, 2, 4-10.
Meštrović, D. (2017). Service quality, students’ satisfaction and behavioural intentions in STEM and IC higher education institutions. Interdisciplinary Description of Complex Systems, 15(1), 66-77.
Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.
Oliver, R. L. (1997). Satisfaction, A Behavioral perspective on the Consumer, USA, Boston: Irwin/McGraw-Hill
Qin, S., Zhao, L., & Yi, X. (2009). Impacts of customer service on relationship quality: an empirical study in China. Managing Service Quality, 19(4), 391-409.
Rajaobelina, L., & Bergeron, J. (2009). Antecedents and consequences of buyer‐seller relationship quality in the financial services industry. International Journal of Bank Marketing, 27(5), 359-380.
Rojas-Méndez, J., Vásquez, P. A., Kara, A., & Cerda-Urrutia, A. (2009). Determinants of Student Loyalty in Higher Education: A Tested Relationship Approach in Latin America. Latin American Business Review, 10, 21–39.
Saxe, R., & Weitz, B. A. (1982). The SOCO Scale: A Measure of the Customer Orientation of Salespeople. Journal of Marketing Research, 19(3), 343-351.
Schlesinger, W., Cervera, A., Pérez-Cabañero, C. (2017). Sticking with your university: the importance of satisfaction, trust, image, and shared values. Studies in Higher Education, 42(12), 2178-2194.
Sharma, S. K., & Sharma, M. (2019). Examining the role of trust and quality dimensions in the actual usage of mobile banking services: An empirical investigation, International Journal of Information Management, 44, 65-75.
Statistical office of the Republic of Serbia. (1999-2018). Municipalities and regions of the Republic of Serbia. Retrieved from: http://www.stat.gov.rs/en-US/publikacije/?d=13&r=
Šályová, S., Táborecká-Petrovičová, J., Nedelová, G., & Ďaďo, J. (2015). Effect of Marketing Orientation on Business Performance: A Study from Slovak Foodstuff Industry, Paper presented at the Business Economics and Management 2015 Conference, BEM2015, Procedia Economics and Finance, 34, 622 – 629.
Šályová, S., Táborecká-Petrovičová, J., & Kaščáková, A. (2017, March). Market orientation of companies with the brand “Značka kvality SK”, Paper presented at the CBU International conference on innovations in science and education, Czech Republic.
Taylor, S. Jr., DiPietro, R. B., & Fung, S. K. K. (2018). Increasing experiential value and relationship quality: An investigation of pop-up dining experiences. International Journal of Hospitality Management, 74, 45-56.
Voon. B.H. (2008). SERVMO: A Measure for Service-Driven Market Orientation in Higher Education. Journal of Marketing for Higher Education, 17(2), 216-237.
Wu, H.-C., Cheng, C.-C., & Hussein, A.S. (2019). What drives experiential loyalty towards the banks? The case of Islamic banks in Indonesia. International Journal of Bank Marketing, 37(2), 595-620.