اعتباریابی وضعیت برند موفق در دانشگاه فنی و حرفه‌ای با رویکرد مدلسازی معادلات ساختاری

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دانشجوی دکترا، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.

2 استاد، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.

3 دانشیار، گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.

4 استادیار، گروه مدیریت صنعتی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.

10.48301/kssa.2022.332137.2031

چکیده

موفقیت یک برند بخصوص در بخش خدمات مورد توجه بسیاری از پژوهشگران قرار گرفته است. هدف این پژوهش شناسایی مؤلفه­های برند موفق و اعتباریابی وضعیت برند موفق در آموزش عالی است. روش این پژوهش ترکیبی است. جامعۀ آماری بخش کیفی خبرگان دانشگاه فنی و حرفه­ای هستند. تعداد 10 نفر با استفاده از روش نمونه­گیری گلوله­برفی انتخاب شد. برای گردآوری داده­ها از مصاحبه نیمه ساختاریافته استفاده شد. جهت تحلیل داده­ها از تحلیل مضمون و روش کدگذاری باز استفاده شد. در بخش کمی جامعۀ آماری شامل کارکنان دانشگاه فنی و حرفه­ای است. در این بخش ابتدا به منظور تحلیل شکاف 17 خبره و سپس 67 نفر از کارکنان دانشگاه به عنوان نمونه با روش نمونه­گیری تصادفی ساده انتخاب شدند. به منظور تجزیه و تحلیل داده­ها نیز از رویکرد مدل سازی معادلات ساختاری با SmartPLS نسخه 2 استفاده شد. یافته­های کیفی نشان داد برند موفق از مقوله­های تصویر دانشگاه، هزینه و موارد مالی، خدمات و امکانات دانشگاهی، تبلیغات و ارتباطات برون دانشگاهی، برنامه­ریزی و موفقیت آموزشی و موقعیت دانشگاه تشکیل شده است. یافته­های تحلیل مسیر نشان داد بار عاملی سؤالات مربوط به هر متغیر بالاتر از حد استاندارد است، درنتیجه سؤالات می­توانند به‌خوبی متغیر مربوط به خود را تبیین کنند. همچنین t آماری نشان می­دهد رابطۀ معناداری بین سؤالات و متغیرهای مربوطه وجود دارد. یافته­ها نشان داد بیشترین شکاف بین وضعیت موجود و مطلوب مربوط به مقوله­های اعتبار دانشگاه، مشارکت دانشگاه با جامعه، برداشت افراد و جامعه از نام دانشگاه و کیفیت آموزش است. 

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Validation of Successful Brand Status in Technical and Vocational Universities with Structural Equation Modeling Approach

نویسندگان [English]

  • Arsalan Nami 1
  • Shahnaz Nayebzadeh 2
  • Seyyed Hassan Hatami-nasab 3
  • Mohammad Taghi Honari 4
1 PhD Student, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran.
2 Professor, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran.
3 Associate Professor, Department of Business Management, Yazd Branch, Islamic Azad University, Yazd, Iran
4 Assistant Professor, Department of Industrial Management, Yazd Branch, Islamic Azad University, Yazd, Iran.
چکیده [English]

The success of a brand, particularly in the service sector, has been considered by many researchers. The purpose of this study was to identify the components of a successful brand and to validate the status of a successful brand in higher education. The method of this research was hybrid. The statistical community in the qualitative part included experts of the Technical and Vocational University. 10 people were selected using the snowball sampling method. Semi-structured interviews were used to collect data. Content analysis and open coding method were used to analyze the data. In the quantitative part, the statistical population included the staff of Technical and Vocational University. First 17 experts were selected for analysis and then 67 university staff were selected as a sample by simple random sampling method. In order to analyze the data, the structural equation modeling approach with SmartPLS version 2 was used. Qualitative findings showed that a successful brand consists of the categories of university image, costs and finances, university services and facilities, out-of-university advertising and communication, educational planning and success, and university position. Path analysis findings showed that the factor load of the questions related to each variable was higher than the standard, so the questions could explain the relevant variables well. Statistical t also showed that there was a significant relationship between the questions and the relevant variables. The findings illustrated that the greatest gap between the current and favorable situation was related to the categories of university credibility, university partnership with society, perception of individuals and society of the name of the university and the quality of education.

کلیدواژه‌ها [English]

  • Brand
  • Successful brand
  • Higher education
  • Technical and Vocational University

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فصلنامه علمی کارافن
دوره 20، ویژه نامه
علوم انسانی
شهریور 1402
صفحه 63-89

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  • تاریخ دریافت: 11 اسفند 1400
  • تاریخ بازنگری: 22 فروردین 1401
  • تاریخ پذیرش: 31 اردیبهشت 1401

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