University intellectual image impact on satisfaction and loyalty of students (Tehran selected universities)

Abstract

Today, increasing need, boosting quality of services in each two sectors (state-run and private) at higher education centers has caused researchers to study the influence of quality of services on satisfaction of students. Here, the problem is that positive and negative emotions are formed in mind of customers and satisfaction of customer is a subjective affair. If experience of two customers on the same and equal services is studied, one may be satisfied and the other may be dissatisfied and consequently, his/her selection will be based on his/her contemplation in this respect. The image of university means one positive attitude with regard to the place where there exists a very good and intimate relation among students, where the graduated take pride to the university where they have graduated from that university, where there is a national image towards it, where it is known as a research center, where there exists cultural cooperation, the place that student parties are active there and finally, the place that deserving facilities and amenities are offered. Hence, existence of a positive image on a university can bring about loyalty and satisfaction of students. The present study includes 3 hypotheses and methodology of the study which is based on descriptive-survey nature. Questionnaire is the main tool of the present study which was distributed randomly among 989 students. Partial least squares (PLS) were used for analysis of data and hypotheses test. The results show that image of university has meaningful effect on satisfaction and loyalty of students but brand image of the university has no meaningful and positive influence on expectations of students. Moreover, at this study, it was specified that quality of services, comprehended by the students, has direct and meaningful effect on satisfaction and value as comprehended by them. But it was clarified that expectations of students have no any meaningful influence on comprehended satisfaction and quality and also value comprehended by them. For preserving and safeguarding loyalty of students, marketing managers of the universities should take their utmost efforts to bring about special value for their brand. Loyalty is not created easily, but when it is created, it will last for a long time. Hence, result of the present study will have a very significant effect in concentrating on relations between students and brand for bringing about subjective value and image. Key words: University intellectual image, expectations, perceived value, students’ satisfaction, students’ loyalty.