تعیین رابطه بین پویایی آموزشی و برند آموزشی با اعتماد آموزشی ادراک شده (مطالعه موردی؛ دیدگاه استادان دانشگاه آزاد اسلامی واحد محلات)

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار گروه کارشناسی ارشد رشته مدیریت آموزشی واحد محلات، محلات، ایران

2 مربی گروه مدیریت دولتی دانشگاه پیام نور همدان، همدان، ایران

چکیده

هدف تحقیق حاضر،  تعیین رابطه بین  پویایی آموزشی و برند آموزشی  با اعتماد آموزشی بود. روش تحقیق، توصیفی از نوع همبستگی بوده است. جامعه آماری این تحقیق،  مشتمل برتمامی استادان دانشگاه آزاد اسلامی واحد محلات در سال تحصیلی 95-1394 به تعداد 120 نفر بوده است. شیوه نمونه گیری، به دلیل محدودیت جامعه آماری،  سرشماری بوده، بدین ترتیب همه جامعه آماری به عنوان نمونه تحقیق به تعداد 120 نفر انتخاب شدند. ابزار تحقیق شامل سه نوع پرسشنامه بوده است که عبارتند از:1.پرسشنامه محقق ساخته پویایی آموزشی مشتمل بر 12 گویه(95/0 =α،2. پرسشنامه برند آموزشی( حسینی و فرهاد نهاد،1392) مشتمل بر 44 گویه (92/0=α)، 3. پرسشنامه محقق ساخته اعتماد آموزشی مشتمل بر20 گویه(94/0=α ) برای تجزیه و تحلیل اطلاعات از آزمون کلموگروف- اسمیرنف، آزمونt  تک نمونه ای، ضریب همبستگی پیرسون  و تحلیل رگرسیون چند متغیره) استفاده شد.  به طور کلی نتایج تحقیق نشان داد وضعیت پویایی آموزشی بالاتر از حد متوسط، برند آموزشی پایین تر از حد متوسط و اعتماد آموزشی پایین تر از حد متوسط است. بین پویایی آموزشی و برند آموزشی با اعتماد آموزشی، در سطح 05/0>P رابطه مثبت و معناداری وجود دارد. همچنین نتایج تحلیل رگرسیون چندگانه نشان داد، همه ابعاد پویایی آموزشی  می توانند به طور معناداری اعتماد آموزشی ادراک شده را پیش بینی کنند؛ هم چنین  به جز ابعاد اشتهار و تبلیغات، سایر ابعاد برند آموزشی توان پیش بینی اعتماد آموزشی ادراک شده را به طور معنادار دارند.

کلیدواژه‌ها


عنوان مقاله [English]

The Relationship between Educational Dynamic, and Educational Brand with Perceived Educational Trust (Case Study;Viewpoints of Mahallat Branchs' Faculty members)

نویسندگان [English]

  • F Shafiepoor 1
  • M Mosivand 2
چکیده [English]

The purpose of this research was to study the relationship between educational dynamic, and educational brand with perceived educational trust. The research method was descriptive-correlation. All of Mahallat Branchs' faculty members included as the Statistical community (2014-2015)(120 persons). All of the statistical community selected as a statistical sampling Because of limitation(120 persons).the instruments of research were three typs: made researcher questionnaire of educational dynamic include of 12 items(α=0.95), 2. Educational brand(Hosseini & farhad nahad,2013) include of 44 items (α=0.92) , 3. made researcher questionnaire of educational trust of 20 items(α=0.94). Data analyzed by Kolmogorov–Smirnov test, Coefficient of Pearson, one sample run test, and regression analysis of multiple variables. The total results revealed that the Status of educational dynamic was higher than average, educational brand and educational trust were lower than average. There were positive and significance relationship between educational dynamic and brand with educational trust(p<0.05). Also the results of regression analysis of multiple variables showed that all of the dimensions of educational dynamic can predict the educational trust. Most of dimensions of educational brand can predict significantly the educational trust except advertising and Reputation.

کلیدواژه‌ها [English]

  • Educational dynamic
  • educational brand
  • perceived educational trust
-                      Afroz,Gh.(2007). Schools and Frameworks  of Growth and Dynamic,Quarterly of Growth.Issue 4,pp.18-20.
-                      Agha zadeh, H., Tayebi., M.(2008). Identity of competition: Multi Dimension Approach, year.20. Issue 76,pp.139-158. 
-                      Allan B. de Guzman.(2003). The Dynamics of Educational Reforms in the Philippine Basic and Higher Education Sectors, Asia Pacific Education Review, Vol. 4, No. 1, 39-50.
-                      Atwi, S.( 2009).Evaluation of open and distance learning System with a specific focus on academic performance. Presented in the 23rd Annual Conference of Asian Association of Open Universities Was Held at Payame Noor University in November 3 to 5, 62-68.
-                      Barlas, Y., Yasarcan, H.(2006). Goal setting, evaluation, learning and revision: A dynamic modeling approach -Evaluation and program planning. 29, 79 .87
-                      Bokaei,F., Shafiepour Motlagh,F.(2016). Evaluation  the Relationship between Components of empowerment    of EFQM with Developing of Perceived Make Marketing in Higher Education(Case Study; Students'viwepoints of Management Course in Najaf abad Branch),2th International Conference of Future Study,  Management and Developoing, Febraury .Torbatw heidarieye University.
-                      Esfandiyari Moghadam,A., Babol havaeji,F.(2010). Qestionnair of Assessment Quality of Service Based on IT in Academic Library,Quarterly  Knowledge Science,2(8).pp.1-22.
-                      Forrester, J. W.(1994). Learning through System Dynamics as Preparation for the 21st Century, Systems Thinking and Dynamic Modeling Conference for .K-12 Education, Concord, MA
-                      Grace,D. & Ocass, A. (2005). Examining the effects of service brand communications on brand evaluation. Journal of Product & Brand Management, 14(2). 106-116.
-                      Hatami Far, Kh., Kakojoybari, A., Sarmadi,M.(2014). The Study of Students' Satisfaction from Student Services in Payame Nour University, Quarterly of Planning in  Higher Education and Research, Issue 70,pp. 117-139.
-                      Hosseini, M., Farhadi Nahad, R.(2014).The Study of Factors influencing on Making Value Brand in Higher Education(Case Study; Payame Nour University),Quarterly of Research-   Scientific of Farda Management, 12 year, Issue 35, Summer, pp.65-80.
-                      Hudson, P., Skamp, K., and Brooks, L. (2005). Development of an instrument: Mentoring for effective primary science teaching. Science Teacher Education 89: 657 – 674.
-                      Kane, T. J., McCaffrey, D. F., Miller, T., & Staiger, D. O. (2013). Have we identified effective teachers? Validating measures of effective teaching using random assignment (MET Project Research Paper). Seattle, WA: Bill & Melinda Gates Foundation.
-                      Kramer, R. P. (1999). Trust and distrust in organizations: Emerging Perspectives, Enduring Questions. Annal. Review of Psychology. 1999. 50.
-                      Ledden, L., Kalafatis. P., & Samouel, P.(2007).The relationship between personal values and perceived value of education, Journal of Business Resrearch,60,965-974.
-                      Mir Hosseini,Z., Safari.(2013).The Study of Use IT in Academic Library of Gorgan City and  Use Obstacles from them in the Library, Quarterly of Knowledge(Science of Library and information & IT),5 year, Issue 16, Spring,pp.97-110.
-                      Mourad,M, Ennew,C., & Kortom,W.(2011).Brand ٍٍٍEquity in Higher Education, Marketing Intelligence & Planning,29(4),403-420.
-                      Nourbakhsh, S. (2010). The Study of Value Dimensions of Brand influencing Consumers' Loyalty in Educational Sevices Industry, The First of International Conference of management, Accounting and Innovation in Business, p.13.
-                      Noepasand, S., Malek Akhlagh,E., Hosseini Chegini.(2014). The Study of Role of Marketing Dimensions in Making Special Brand of Educational Institutions(Cas Study; Language Education Institutions), the2 InternationalConference of Management, Entrepreneurship, & Economic Development,p.1-16.
-                      Palacio, A.B., Meneses, G.D., & Perez Perez, P.J. (2002).The configuration of the university image and its relationship with the satisfaction of the student. Journal of Educational administration, 40(5), 486-505.
-                      Ramachandran,N.T.(2010).Marketing framework in higher education addressing aspirations of students beyond conventional tenets of selling products, International Journal of Educational Management, 24 (6), 544-556.
-                      Rosenshine, B. (2010). Principles of Instruction. International Academy of Education, UNESCO. Geneva: International Bureau of Education.  Wæraas, A, & Solbakk, M.N.(2009).Defining the essence of a university: lessons from higher education branding, Higher Education, 57:449–462.
-                      Samavi, H., ReZaei,M., Baradaran, M.,(2009). Oriented Customer & its' Applied in Higher Education;(Case Stusy; Higher Education in KHozestan Province). Quarterly of Planning in  Higher Education and Research, Issue 49,pp. 121-142.
-                      Shahbaz, S.,(2010). The Study of  Use of  ICT in High Schools in Esfahan and the Way of their Improvement. Thesis of Educational Planning, Education & Psychology faculty, Esfahan University.
-                             Siyamaki, S., Saadatmand, Z.(2015). The Study of Relationship between Use of ICT with Studnets'Learning Styles of  Visual –Verbal,  Students of Khorasgan Branch, the First of  National Conference of Education & Psychology, Marvdasht Branch, Cooperation of Thinktful & Javan.
-                      Soltani,I.(2007). The Role of EFQM model in  Business competition, Montly of Tadbir, 5 Year,Issue 169.
-                      Yazde khasti, B., Hemati,R.,(2009). The Study of Students;trust to Teachers and view of Solutions for their promotion;Case Study; Institutions of Zanjan City,Quarterly of Education, Issue 99.pp.69-97.
-                      Yoo,B, & Donthu,N.(2001).Developing and validating a multidimensional consumer-based brand equity scale, Journal of Business Resrearch,52,1-14
-                      Zaghlol, A, A., Hayajneh, A.H., & Almarzouki, A. (2010).Factor analysis for an institutional image instrument. International Review on Public and Non-Profit Marketing, 7(2), 157-166.
-                      Zavar, T., Behrangi.M., Asgariyan,M., Naderi, E.(2008).Evaluation of Quality of Services in Educational Centers of Payame Nour in East & West Azarbayejan, viewpoint of Students, Quarterly of Planning in  Higher Education and Research, Period 13, Issue 4(46),pp. 67-99.