مقایسه ارزش ویژه برند آموزش عالی (مورد مطالعه: دانشکده فنی و مهندسی دانشگاه‌های دولتی استان یزد)

نادی‌زاده اردکانی, علی; موبد, میترا; حمیدی, ریحانه

doi:10.48301/kssa.2021.272375.1385

مقایسه ارزش ویژه برند آموزش عالی (مورد مطالعه: دانشکده فنی و مهندسی دانشگاه‌های دولتی استان یزد)

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

علی نادی‌زاده اردکانی ¹

میترا موبد ¹

ریحانه حمیدی ²

¹ استادیار، دپارتمان مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه اردکان، ایران.

² کارشناس، دپارتمان مهندسی صنایع، دانشکده فنی و مهندسی، دانشگاه اردکان، ایران.

10.48301/kssa.2021.272375.1385

چکیده

در عصر رقابتی و پیچیده کنونی که رشد سریع مؤسسههای آموزش عالی و محو شدن مرزبندیهای جهانی در آن را سبب شده است، شناساندن برند یک دانشگاه به ذی‌نفعانش اهمیت ویژهای مییابد. در این پژوهش، ابعاد مختلف ارزش برند برای دانشکده فنی و مهندسی دانشگاههای دولتی استان یزد بررسی شده است. برای این تحقیق از پرسش‌نامه‏ای که با توجه به نظرات خبرگان و آزمون آلفای کرونباخ، روایی و پایایی آن سنجش و تأیید شده، استفاده شده است. با استفاده از نرم‏افزار SPSS، در ابتدا نرمال بودن داده‌ها بررسی و سپس هرکدام از عوامل برند با استفاده از آزمون ANOVA بررسی، مقایسه و رتبه‌بندی شده‏اند. طبق نتایج به‌دست‌آمده در این تحقیق، ارزش ویژه برند دانشگاه یزد در رتبه اول، دانشگاه اردکان در رتبه دوم و دانشگاه میبد در رتبه سوم قرار گرفته است. نتایج این تحقیق میتواند باعث درک بهتر مدیران دانشگاهی از ارزش ویژه برند خود از دید دانشجویان شود و به این ترتیب برنامه‌ریزی‌های بهتری برای ارتقای برند دانشکده‏ها و دانشگاه انجام گیرد. از طرفی، مدیران ارشد و مدیران بازاریابی سازمان‏ها نیز می‌توانند از مدل و نتایج این پژوهش برای تعیین جایگاه برند سازمان خود از نگاه مشتریان و ذی‌نفعان استفاده کنند.

کلیدواژه‌ها

بازاریابی آموزش عالی

دانشگاه

ارزش ویژه برند

تصویر برند

عنوان مقاله English

A Comparison of Higher Education Brand Equity of Faculties of Engineering at Three Public Universities in Yazd Province

نویسندگان English

Ali Nadizadeh Ardakani ¹

Mitra Moubed ¹

Reihane Hamidi ²

¹ Assistant Professor, Department of Industrial Engineering, Faculty of Engineering, Ardakan University, Ardakan, Iran.

² BSc, Department of Industrial Engineering, Faculty of Engineering, Ardakan University, Ardakan, Iran.

چکیده English

The rapid growth of higher education and universities in today’s competitive markets have led to the special importance of a university brand for its stakeholders. In this research, different dimensions of brand equity were investigated for the Faculty of Engineering at three different public universities in Yazd Province. A questionnaire was developed using previous research and the current paper conceptual framework. The validity and reliability of the questionnaires were confirmed by expert opinions and Cronbach’s alpha test. First, the normality of data was checked and confirmed using SPSS software. Then, the factors of brand equity model in the conceptual model were tested, compared and ranked using the ANOVA test. Based on the results, in terms of brand equity, the three Yazd Province public universities were ranked in the order mentioned: (1) Yazd University, (2) Ardakan University and (3) Meybod University. This research could lead to university managers to have a better understanding of their organization’s brand equity from the students’ point of view. Therefore, better plans can be made to promote the university brand. Business and marketing managers can also use the model and method used in this paper to determine and improve their organization’s brand equity from the customers’ and other stakeholders’ points of view.

کلیدواژه‌ها English

Higher Education Marketing University

Brand Equity

Brand Image

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