Analiza elemenata kvaliteta usluga u visokom obrazovanju
Analysis of Service Quality Elements in Higher Education
Apstrakt
Kvalitet postaje jedan od glavnih faktora konkurentske prednosti kako u proizvodnom tako i u uslužnom sektoru, pa samim tim i u obrazovanju. Kako bi privukle i zadržale što veći broj studenata, visokoškolske ustanove moraju neprestano da unapređuju kvalitet svojih usluga i povećanju zadovoljstva studenata. Cilj rada je da istraži na koji način određene dimenzije kvaliteta usluge visokog obrazovanja utiču na nivo satisfakcije studenata. U skladu sa navedenim ciljem, korišćene su mere deskriptivne statistike, analiza pouzdanosti, korelaciona i regresiona analiza. Upravo u tome se ogleda originalnost rada. Podaci su prikupljeni metodom anketiranja na uzorku od 206 ispitanika i tom prilikom je testiran novi model, razvijen na osnovu ranijih modela za merenje kvaliteta usluga. Rezultati istraživanja ukazuju na to da svi elementi kvaliteta usluge visokog obrazovanja imaju statistički značajan uticaj na satisfakciju. Neopipljivi elementi imaju najjači uticaj, zatim opipljivi elementi, dok je uticaj povezanosti sa praksom slabiji od uticaja prethodno navedenih nezavisnih varijabli. Ovi rezultati pokazuju da ni jednu od dimenzija ne bi trebalo zanemariti, ali i ističu potrebu fokusiranja na one dimenzije koje najviše doprinose zadovoljstvu studenata. Nalazi sprovedene studije će imati doprinos za menadžment visokoškolskih institucija.
Abstract
Quality is becoming one of the main factors of competitive advantage both in the manufacturing and commercial sectors, and therefore in education. In order to attract and retain a greater number of students, higher education institutions must constantly work on their services quality improvement and increase of student`s satisfaction. The aim of this paper is to explore how certain dimensions of service quality of higher education affect the level of satisfaction of students. In accordance with the abovementioned aim, descriptive statistics measures were used, as well as reliability analysis, correlation and regression analysis. The originality of the paper is reflected in this, in particular. The data were collected through survey on a sample of 206 respondents and on that occasion the new model was tested, developed on the basis of earlier models for measuring the quality of services. The results suggest that all elements of the service quality of higher education have a statistically significant impact on satisfaction. Intangible elements have the strongest effect, followed by tangible elements, while the influence of the connection with the practice is weaker than the influence of the aforementioned independent variables. These results indicate that none of the dimensions should be ignored, but also emphasize the need to focus on those dimensions that contribute most to the satisfaction of students. Results of the conducted studies will contribute to the management of higher education institutions.
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