فصلنامه علمی کارافن

فصلنامه علمی کارافن

توسعه تصویر دانشگاه از طریق هم‌آفرینی ارزش مشتری در آموزش مجازی- مورد مطالعاتی دانشگاه اراک

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان
1 استادیار گروه مهندسی صنایع دانشگاه اراک، اراک، ایران.
2 دانش‌آموخته مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه اراک، اراک، ایران.
چکیده
امروزه فراگیرشدن آموزش مجازی در  دانشگاه‌ها  در طی چند سال گذشته، فرصت‌های جدیدی را برای آموزش عالی ایران خلق کرده است. یکی از این فرصت‌ها امکان تعاملات گسترده دانشجویان با دانشگاه از طریق سامانه‌های آموزش مجازی و هم‌آفرینی ارزش مشترک است. این تحقیق تلاش دارد تا به بررسی ارتباط بین سامانه‌های آموزش مجازی دانشگاه با رفتار هم‌آفرینی ارزش دانشجویان و تصویر برند و حسن شهرت دانشگاه بپردازد. برای این منظور با استفاده از ابزار پرسشنامه به بررسی این روابط در جامعه دانشگاه اراک پرداخته‌ایم. پرسشنامه این تحقیق براساس مرور ادبیات تدوین گردیده و پس از اجرای پیش‌آزمون و تایید روایی و پایایی ابزار در دانشگاه اراک مورد تحقیق قرار گرفته است. برای این منظور اقدام به جمع‌آوری 380 نمونه پرسشنامه گردیده‌است. داده‌ها با استفاده از نرم‌افزار Smart PLS 3.3 مورد تحلیل قرار گرفته‌است. رویکرد ارزیابی در این تحقیق مدل‌یابی معادلات ساختاری با روش حداقل مربعات جزئی و ابزار تحلیل تاییدی بوده است. نتایج حاصل بیانگر آن است که ویژگی‌ها و کاربردهای سامانه آموزش‌مجازی بر رفتار هم‌آفرینی ارزش دانشجویان تاثیرگذار است. همچنین نتایج حاصل تاییدکننده تاثیر رفتار هم‌آفرینی ارزش دانشجویان، بر تصویر برند دانشگاه و شهرت آن بوده است. نتایج حاصل از این تحقیق بیانگر آن است که سرمایه‌گذاری بر روی سامانه‌های ارتباطی دانشجویان با دانشگاه و بهبود عملکرد و ویژگی‌های آنها،  به بهبود و ارتقای سطح تعاملات دانشجویان با دانشگاه منجر می‌شود. این افزایش تعاملات از طریق خلق رفتارهای هم‌آفرینی ارزش، به توسعه برند دانشگاه و در نتیجه در درازمدت به ارتقای جایگاه آن در سطح آموزش‌عالی منجر خواهد شد
کلیدواژه‌ها
موضوعات

عنوان مقاله English

Developing the University Image through the Customer Value Co-creation in E-learning: a Case Study of Arak University

نویسندگان English

Ashraf Norouzi 1
Nastaran Nazempour 2
1 Assistant Professor, Industrial Engineering Department, Arak University, Arak, Iran.
2 Industrial Engineering Department, Faculty of Engineering, Sardasht Campus, Basij Square, Arak, Iran.
چکیده English

The spread of e-learning in Iranian universities and higher education institutions over the past years has provided new opportunities for Iranian higher education. One such opportunity is the possibility of extensive interactions between students and universities through e-learning systems and value co-creation opportunities. This study attempts to investigate the relationship between a university's e-learning system, students' co-creation behavior and university's brand image and reputation. For this purpose, the questionnaire tool and the structural equation modeling approach were deployed to study these relationships at Arak University. The questionnaire of this research was developed based on the literature review and after conducting the pre-test and confirming the validity and reliability of the instrument, it was investigated at Arak University. For this purpose, 380 sample questionnaires were collected. The data was analyzed using Smart PLS 3.3 software. The results indicated that the e-learning system features and its applications affect the students' value co-creation behavior. The results also confirmed the effect of students' co-creation behavior on the university's brand image and reputation. In addition, the results revealed that investing in university e-learning and other communication systems and improving their performance and characteristics, can improve the level of students' interactions with the university. These increasing interactions will also lead to the development of the university brand image through the value co-creation behavior and, as a result, in the long term, promote the university ranking level.

کلیدواژه‌ها English

Customer Value Co
creation E
learning Organization Image Organization Brand Customer Participation Behavior Customer Citizenship Behavior
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دوره 21، شماره 2
علوم انسانی
تابستان 1403
صفحه 213-243

  • تاریخ دریافت 02 اردیبهشت 1402
  • تاریخ بازنگری 26 شهریور 1402
  • تاریخ پذیرش 12 مهر 1402