فصلنامه علمی

نوع مقاله: مقاله پژوهشی

نویسنده

گروه مدیریت بازرگانی، دانشگاه بجنورد، بجنورد، ایران

چکیده

پیشینه و اهداف: اولین گام اساسی برای بهبود کیفیت خدمات، شناخت انتظارات و ادراکات مشتریان از کیفیت خدمت و تعیین شکاف کیفیت خدمت و سپس اتخاذ استراتژی­های لازم برای کاهش شکاف و تامین نظر آن­ها می­باشد. در این صورت، نه تنها اولویت­گذاری آگاهانه و تخصیص منابع استراتژیک تسهیل می شود، بلکه مبنایی فراهم می­گردد تا بتوان کیفیت خدمات ارائه شده را بهبود بخشید و بر اثربخشی آن افزود. مطالعات حوزه سنجش کیفیت خدمات بیشتر بر حوزه محتوا و فرایند ایجاد کیفیت تمرکز نموده و کمترتوجهی به مطالعه تاکسنومیک در این حوزه شده است. مطالعات تاکسنومیک در حوزه کیفیت خدمات نه تنها توصیف مناسبی از گروه‌های دریافت کننده خدمت ارائه می­دهد بلکه زمینه لازم را برای مطالعات تخصصی­تر در این حوزه و نظریه پردازی در آن فراهم می‌کند. هدف این پژوهش بررسی تاکسنومیک رضایت دانشجویان از کیفیت­خدمات ارائه شده در واحد مدیریت آموزشی و تحصیلات تکمیلی دانشگاه بجنورد بوده­است.
روش‌ها‌: جامعه­آماری پژوهش را دانشجویان مقطع کارشناسی و کارشناسی ارشد دانشگاه بجنورد در چهار دانشکده: علوم انسانی، هنر، علوم پایه و فنی و مهندسی تشکیل داده اند که مشتمل بر 4039 نفر بوده است. حجم نمونه با استفاده از جدول مورگان 354 نفر محاسبه گردید. برای نمونه­گیری از دانشجویان، از روش نمونه گیری طبقه­ای استفاده شد و در پایان 359 نفر از دانشجویان مورد تحلیل قرارگرفتند. ابزارگردآوری داده­هاپرسشنامه بومی­سازی شده سروکوآل بوده است. برای سنجش پایایی و روایی ابزار سنجش به ترتیب از آلفای کرونباخ و روایی­همگرا استفاده شد. برای تجزیه و تحلیل داده­ها از تحلیل خوشه­ای K-mean بهره گرفته­شد و سه خوشه از دانشجویان با جهت گیری­های متفاوت نسبت به کیفیت­خدمات ارائه شده شناسایی گردید که با عناوین دانشجویان با جهت­گیری انفعالی، دانشجویان با جهت­گیری آرمان­گرا و دانشجویان با جهت‌گیری واقع­گرا مشخص­گردید.
یافته‌ها: نتایج بیانگر آن بود که تنها 17درصد دانشجویان در گروه دانشجویان با جهت­گیری انفعالی قرارداشته و 83 درصد دانشجویان نسبت به کیفیت خدمات ارائه شده در مدیریت آموزشی دغدغه­مند هستند.
نتیجه‌گیری: نتایج این پژوهش بیان­گر آن بود که رضایت دانشجویان از کیفیت ارائه خدمات در مدیریت آموزشی دانشگاه بجنورد در سطح متوسط بوده و نتایج حاصل از تاکسنومی رضایت دانشجویان نشان­دهنده وجود سه دسته از دانشجویان با سه رویکرد متفاوت نسبت به کیفیت خدمات دریافت شده بود که با عناوین دانشجویان با جهت­گیری انفعالی، دانشجویان با جهت­گیری آرمان­گرا و دانشجویان با جهت گیری واقع گرا مشخص گردیدند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Taxonomy of students' satisfaction of service quality provided in Academic Affairs and Postgraduate Management Section of University of Bojnord

نویسنده [English]

  • Z. Nikkhah Farkhani

Department of Business Management, University of Bojnord, Bojnurd, Iran

چکیده [English]

Background and Objective:The first major step in improving service quality is to recognize customers’ expectations and perceptions of service quality and to determine service quality gaps and then adopt the necessary strategies to reduce gaps and provide feedback. In this case, not only is the prioritization and allocation of strategic resources facilitated, but also the basis is provided to improve the quality of services and increase their effectiveness. Quality assessment studies focus on the content area and the process of creating quality, and less attention has been paid to taxonomic study in this area. Taxonomy studies in the field of service quality not only provide a good description of the recipient groups, but also provide the context for more specialized studies in this field and theorizing in it. The aim of this study was to examine the taxonomy of student's satisfaction of service quality provided in Academic Affairs and Postgraduate Management of University of Bojnord.
Method and Materials: The study population consisted of all 4039 undergraduate and postgraduate students at University of Bojnord in four faculties: humanities, arts, basic sciences, and engineering. The sample size was calculated 354 people using the Morgan table. To sampling of students, a class-based sampling method was used based on the college, departmental level and gender. In the end, 359 students were analyzed. The data collection tool has been localized SERVQUAL questionnaire. Instrument reliability and validity was assessment using of Cronbach's alpha and convergent validity. K-mean cluster analysis was used to analyze the data. Three clusters of students with different orientations than the services quality provided were identified that were conducted with students with passive orientation, students with idealistic orientation and students with realistic orientation.
Findings: The results indicated that only 17% of students in the student group had passive orientation and 83% of students were concerned about the quality of the services provided in the Academic Affairs and Postgraduate Management Section.
Conclusion: The results of this study showed that students' satisfaction with the quality of service delivery in Bojnourd University's Academic Affairs and Postgraduate Management was moderate. The results of students’ satisfaction taxonomy showed the existence of three groups of students with three different approaches to the quality of services received. Groups of students with three titles including passive orientation, students with idealistic orientation and students with realistic orientation were identified.

کلیدواژه‌ها [English]

  • services quality
  • Quality of educational services
  • Taxonomy
  • satisfaction with service quality
  • SERVQUAL model

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