تاثیر برندسازی بر جذب دانشجویان بین‌المللی با میانجیگری رضایت و وفاداری برند در آموزش عالی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناسی ارشد مدیریت آموزشی، دانشکده علوم تربیتی و روانشناسی، دانشگاه سیستان و بلوچستان، زاهدان، ایران

2 استادیار مدیریت آموزش عالی، دانشکده علوم تربیتی و روانشناسی، دانشگاه سیستان و بلوچستان، زاهدان، ایران.

چکیده

برندسازی در پاسخ به جهانی­سازی و رقابت جهانی، از عوامل موثر بر مراکز دانشگاهی برای رقابت دانشجویان در صحنه بین­المللی است. هدف پژوهش حاضر بررسی تاثیر برندسازی بر جذب دانشجویان بین­المللی با میانجیگری رضایت و وفاداری از برند آموزش عالی بوده است. روش پژوهش همبستگی بود که در جامعه تحقیق اعضا هیات علمی دانشگاه سیستان و بلوچستان با نمونه 177 نفری براساس تصادفی طبقه­ای اجرا شده است.  ابزار پژوهش چهار پرسشنامه، تقویت برند، رضایت از برند، تعهد به برند و پرسشنامه جذب دانشجویان بین­المللی بوده است. روایی تأییدی و پایایی ترکیبی و کرانباخ ابزار مناسب گزارش شد. روش تجزیه و تحلیل  با استفاده از نرم­افزار PLS2، مدل معادلات ساختاری بوده است. نتایج نشان داد، تقویت برند دانشگاهی بر رضایت و وفاداری برند و جذب دانشجویان بین‌المللی به‌صورت مستقیم و غیرمستقیم تاثیر دارد. همچنین رضایت از برند بر وفاداری از برند و جذب دانشجویان بین‌المللی اثر مستقیم و غیرمستقیم داشته است. از طرفی وفاداری به برند بر جذب دانشجویان بین­المللی اثر مستقیم داشته است. می­توان گفت توجه به آگاهی، نگرش و ارزش ویژه برند در ارتقا عملکرد برند از طریق رضایت و وفاداری دارای نقش سازنده در جذب دانشجو برای موسسات آموزش عالی است.
واژه‌های کلیدی: تقویت برند، رضایت از برند، وفاداری به برند، جذب دانشجویان بین-المللی.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Branding on Attracting International Students with the Mediating of Satisfaction and Loyalty of Brand in Higher Education

نویسندگان [English]

  • Elham Hashemnia 1
  • Rouhollah Bagherimajd 2
1 MSc, Educational Administration , Faculty of Education & Psychology, University of Sistan and Baluchestan, Zahedan, Iran.
2 Assistant Prof in higher education management, Faculty of Education & Psychology, University of Sistan and Baluchestan, Zahedan, Iran
چکیده [English]

Extended Abstract
Abstract
Branding in response to globalization and global competition is one of the factors influencing academic centers to compete internationally. The purpose of this study was to investigate the impact of branding on attracting international students with the mediating of satisfaction and loyalty of brand in higher education. The method used in this study was correlational. Statistical population used in this survey faculty of universities of sistan and baluchestan based on a stratified random sample of 177 peopel were selected. The research tool was Four questionnaires, brand reinforcement, brand satisfaction, brand loyalty and and international students' attraction. Reliability and validity of all three tools were reported suitable. Analysis method was structural equation with Using PLS2 software. The results indicated, that influence of brand reinforcement has a directly and indirectly effect on brand satisfaction, brand loyalty and international students attraction. Also, brand satisfaction has a direct and indirect effect on brand loyalty and attracting international students. on the other hand, brand loyalty has a direct effect on attracting international students. It can be said that attention to awareness, attitude and value in promoting brand performance through satisfaction and loyalty has a constructive role in attracting students to higher education institutions.
Introduction
International higher education is seen as a tool for expanding students' knowledge of world cultures and improving the labor market. The mobility and movement of students outside the national borders of a country are considered to be the most prominent indicators of international higher education. Branding due to changes in the quantity and quality of activities of educational institutions, quality management, growth of study opportunities, organizational image and reputation, cultural and communication diversity, and organizational image and student satisfaction and loyalty, have plays important role in attracting international students with the developing competitive advantage. Sistan and Baluchestan University has attracted international students due to the presence of international students and being located in the border region. In order to compete and attract international students, research in the field of brand is necessary. Therefore, the purpose of the present study was to investigate the effect of brand reinforcement on recruitment of international students through mediating brand loyalty and satisfaction in higher education.
Case study
The present correlational study was conducted on a sample of 177 faculty members of Sistan and Baluchestan University.
Materials and Methods
The research instrument consisted of four questionnaires: Brand Strengthening, Brand Loyalty, Brand Satisfaction and International Student Attraction. Data were analyzed using smart PLS software and structural equation modeling.
Discussion and Results
Satisfaction, loyalty, and brand empowerment have directly and indirectly influenced the attraction of international students. It can be stated that the three dimensions of brand awareness, value and attitude have a constructive role in attracting international students. Customer satisfaction with the university brand, based on educational experiences, plays an important role in attracting international students. Establishing an effective higher education brand can be configured based on the relationship between the institution and the student. On the other hand, brand reinforcement influenced brand satisfaction. The greater the power of an academic brand, That is, familiarity provides more attitude, increases brand satisfaction. And brand satisfaction and reinforcement have directly and indirectly influenced brand loyalty. It can be said that brand loyalty to an institution or university is influenced by each component of the brand. Satisfaction is an introduction to loyalty that leads to increased brand loyalty with increased satisfaction.
Conclusion
Overall, branding and internationalization are two of the key drivers of progress in higher education institutions from a dynamic global perspective. Universities need to increase brand power to enhance awareness and offer courses, to differentiate from competitors and gain market share.

کلیدواژه‌ها [English]

  • Brand reinforcement
  • brand satisfaction
  • Brand Loyalty
  • attracting international students
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