与国外相比,服务质量、关系信任和态度对在国内接受高等教育的意向的影响

IF 2.4 Q3 MANAGEMENT
Sonali Singh, Sridhar Manohar
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引用次数: 0

摘要

目的教育是主要的服务行业之一,它在不断发展,并对国家经济做出了重大贡献。学生通过口碑(WOM)获得的积极反馈是吸引新入学学生的关键影响因素之一,从而为大学提供持续的竞争优势。为了提高积极的 WOM 并增加高等教育的招生人数,已经确定并实施了许多前因,但学生的选择仍然无法预测。本研究试图建立一个框架,以说明服务质量(SQ)、关系信任(RT)和学生对院校态度之间的联系。 设计/方法/途径 采用相关研究设计和非概率方便抽样技术,从印度公立和私立高等教育机构(HEIs)的学生中收集数据。多元回归是用于估计路径模型的统计工具。研究限制/启示学术机构及其公共关系部门必须优先减少 SQ 差距,并制定战略在所有机构利益相关者之间建立强大的 RT,以获得竞争优势。原创性/价值对信任、态度、质量和意向之间关系的实证评估为在学生中纳入和建立积极的 WOM 提供了长期受益机构的原因。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impact of service quality, relational trust and attitude on the intention to pursue higher education within a country, than abroad

Purpose

Education is one among the major service sectors which is continuously growing and contributing significantly to a country’s economy. Students’ positive feedback through word-of-mouth (WOM) is one of the key influences attracting new admissions thereby providing competitive advantage for a university to sustain. There are numerous antecedents identified and implemented to enhance positive WOM and increase intakes in higher education however the students’ choice is still being unpredicted. This study attempts to develop a framework that exemplifies the links between service quality (SQ), relational trust (RT) and students' attitudes toward institutions.

Design/methodology/approach

A correlational research design was adopted with a non-probability convenience sampling technique, the data were collected from students in public and private higher education institutions (HEIs) across India. Multivariate regression was the statistical tool used to estimate the path model. SmartPLS 3.0 software performing structural equation modelling (SEM) helped in determining the coefficient values.

Findings

The result of the study indicated the magnitude and directional relationship between SQ and trust and justified that they are the key determinants of building a positive attitude towards the institution, enhancing the intention to recommend it among peer groups.

Research limitations/implications

Academic institutions and their public relations departments must prioritize reducing SQ gaps and create strategies to build strong RT among all institution stakeholders to gain a competitive advantage. Socially, this study aims in assisting universities in establishing high-quality education.

Originality/value

The empirical estimation of the relationships between trust, attitude, quality and intention provides the reasons for incorporating and building positive WOM among students’ benefit institutions over the long run.

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来源期刊
CiteScore
4.30
自引率
8.30%
发文量
72
期刊介绍: The International Journal of Educational Management (IJEM) provides those interested in the effective management of the educational process with a broad overview of developments and best practice in the field, with particular reference to how new ideas can be applied worldwide. As the whole structure and philosophy of education goes through a sea-change, and as budgets are cut, educational managers need to keep abreast of new developments in order to maximize their resources and determine the most appropriate management strategy for their institution. The journal explores research in the following areas: -Innovation in educational management across the spectrum -The development of educational delivery mechanisms -Creation of an environment in which the management of resources provides the most efficient outputs -Sharing of new initiatives, with an international application The International Journal of Educational Management addresses the increasingly complex role of the educational manager, offering international perspectives on common problems and providing a forum for the sharing of ideas, information and expertise.
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