بررسی رابطه مدیریت ارتباط با دانشجو و وفاداری دانشجویان با میانجیگری اعتماد، رضایتمندی و تعهد دانشجویان

نویسندگان

  • ویدا شمس نصرتی دانشجوی دکتری، گروه مدیریت، واﺣﺪ تهران شمال، داﻧﺸگﺎه آزاد اسلامی ،تهران، اﯾﺮان. نویسنده https://orcid.org/0009-0003-0708-3179
  • نرگس حسن مرادی گروه مدیریت ، واحد تهران شمال ، دانشگاه آزاداسلامی، تهران، ایران نویسنده مسئول https://orcid.org/0000-0002-2358-5510
  • مجتبی معظمی گروه مدیریت ، واحد تهران شمال، دانشگاه آزاداسلامی، تهران، ایران. نویسنده https://orcid.org/0000-0003-3008-210X

کلمات کلیدی:

مدیریت ارتباط, وفاداری دانشجویان, رضایتمندی, اعتماد و تعهد مؤسسات آموزش عالی

چکیده

پژوهش حاضر با هدف بررسی رابطه مدیریت ارتباط با دانشجو و وفاداری دانشجویان با تأکید بر نقش میانجی رضایتمندی، اعتماد و تعهد دانشجویان در مؤسسات آموزش عالی انجام شد. این پژوهش از نظر هدف کاربردی و از نظر روش، توصیفی–همبستگی مبتنی بر مدل‌سازی معادلات ساختاری بود. جامعه پژوهش شامل خبرگان مدیریت بازاریابی و آموزش عالی شاغل در دانشگاه‌ها و مؤسسات آموزش عالی شهر تهران در سال 2025 بود که دارای مدرک دکتری و بیش از پنج سال سابقه مدیریتی یا دانشگاهی بودند. با استفاده از نمونه‌گیری هدفمند، 11 خبره انتخاب شدند. داده‌ها با پرسشنامه محقق‌ساخته 41 گویه‌ای در طیف پنج‌درجه‌ای لیکرت برای سنجش مدیریت ارتباط با دانشجو، رضایتمندی، اعتماد، تعهد و وفاداری دانشجو گردآوری شد. روایی ابزار از طریق روایی محتوایی، تحلیل عاملی تأییدی، روایی همگرا و واگرا و پایایی آن با آلفای کرونباخ و پایایی ترکیبی تأیید شد. داده‌ها با SPSS نسخه 27 و AMOS نسخه 24 و با استفاده از مدل‌سازی معادلات ساختاری و بوت‌استرپینگ تحلیل شدند. نتایج نشان داد مدیریت ارتباط با دانشجو اثر مستقیم و معناداری بر وفاداری دانشجو داشت (β=0.124, p=0.021). همچنین رضایتمندی (β=0.365, p=0.001)، اعتماد (β=0.288, p=0.001) و تعهد (β=0.217, p=0.001) به‌طور مثبت و معنادار وفاداری دانشجویان را پیش‌بینی کردند. مدیریت ارتباط با دانشجو بر تعهد (β=0.160, p=0.022)، اعتماد (β=0.348, p=0.001) و رضایتمندی (β=0.396, p=0.001) نیز اثر معنادار داشت. رضایتمندی (β=0.281, p=0.001) و اعتماد (β=0.153, p=0.015) تعهد دانشجو را به‌طور معنادار پیش‌بینی کردند، درحالی‌که اثر رضایتمندی بر اعتماد معنادار نبود (β=0.120, p=0.078). مدل پژوهش 51 درصد از واریانس وفاداری دانشجویان را تبیین کرد و شاخص‌های برازش نیز مطلوب بودند (χ²/df=1.205, GFI=0.903, CFI=0.987, TLI=0.986, IFI=0.987, RMSEA=0.023). یافته‌ها نشان می‌دهد مدیریت مؤثر ارتباط با دانشجو می‌تواند هم به‌صورت مستقیم و هم از طریق تقویت رضایتمندی، اعتماد و تعهد، وفاداری دانشجویان را افزایش دهد؛ بنابراین، توسعه سازوکارهای دانشجومدار، استفاده نظام‌مند از بازخورد و تقویت روابط پایدار با دانشجویان می‌تواند به حفظ دانشجویان و ایجاد روابط بلندمدت میان آنان و مؤسسات آموزش عالی کمک کند.

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شمس نصرتی و. ., حسن مرادی ن., & معظمی م. . (1406). بررسی رابطه مدیریت ارتباط با دانشجو و وفاداری دانشجویان با میانجیگری اعتماد، رضایتمندی و تعهد دانشجویان. یادگیری هوشمند و تحول مدیریت, 1-27. https://jilmt.com/index.php/jilmt/article/view/446