Abstract
Rapid transformations in higher education in recent years have made deeper researches about student-university relationship mandatory. Regarding the subject, Anderson, Sullivan, and Swidler (1993) stated that students who are the consumers of universities will have very important benefits for higher education institutions in determining the factors related to education satisfaction. So, the aim of this research is designed to determine the relationships between university students’ satisfaction with education, the emotional value they perceive, school identity, city attachment and positive WOM behavior. For the relevant purpose, 366 university students were reached online. The empirical data obtained were analyzed with a two-step approach (measurement and structural) in line with the basic methodological principles of SEM. Acceptance of all hypotheses created within the scope of the structural model proved empirical relationships between the related structures. The research has provided new perspectives to the ongoing discussions in the related literature by proving the direct or indirect effects of structures such as city attachment, emotional value, and school identity on university satisfaction. The results provided tips for professionals in the field to create educational satisfaction.
Highlights
In recent years the Turkish higher education system has been making various structural changes in order not to stay behind the current approaches as in the rest of the world
Empirical proof of direct relationships expressed in the current research will create a theoretical background for new researches to be carried out in the context of different disciplines in the literature
It can be stated that the educational satisfaction of university students who tend to establish social and emotional bonds especially to their developmental periods is related with the functional feature of the product
Summary
In recent years the Turkish higher education system has been making various structural changes in order not to stay behind the current approaches as in the rest of the world. Determining the different structures that affect the satisfaction levels of the education the students receive will provide important advantages in this regard. Many researches have been carried out in many different disciplines, especially marketing, in relation to consumer satisfaction. Quality is considered as one of the basic elements in the steps towards increasing the quality of education, especially started in higher education institutions. Despite the fact that the steps taken towards the targets in the state-financed institutions are considered to be more cumbersome, Lin (1997) stated that especially universities should take effective measures in this regard. It is important to identify the structures that affect students’ educational satisfaction. It is very important for potential and current students to develop positive WOM behaviors
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