Implication of the Relationship between Image, Service Value and Student Satisfaction

• 발행기관: 한국문화관광학회
• 저자명: Zaharuddin Ali Yusob Md Zain Ismail Othman
• 간행물 정보: 『문화관광연구』제17권 제2호, 59~65쪽, 전체 7쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

Private Institutions of Higher Learning play important and strategic rolesin preparing the future generation of quality graduates for the job market. Only colleges that are constantly performing continuous improvement can evolve in the era of globalization and in the free market. With the increasing number of private institutions every year, it has created intense competition in the race for the recruitment of prospective students. Instead, the students have much desirable options to continue their study in tertiary institutions of their choice. Among the criteria for students in selecting HEI as a place of study are the image and value of services. The implications of the image and values of services greatly affect their satisfaction. The main purpose of this study is to assess the extent of the relationship between independent variables of images and value of services to behavior, directly or indirectly. Student satisfaction plays an important role as the mediating variable for the dimension of intrinsic rewards, extrinsic rewards and social extrinsic rewards. The study was carried out using self-administered questionnaire to solicit information from undergraduate students from various institutions in Jakarta. A simple random sampling method was used to collect 442 respondents as required by this study. The data was processed using SPSS and Smart PLS software. Result shows that all the six dimensions in this study: presence, practicality, physical evidence, reliability and guarantees do have a significant relationship with the dependent variable. There are three dimensions in mediating variables which are intrinsic rewards, awards extrinsic and social extrinsic rewards. The dependent variable has two dimensions, namely clues to behavioral factors and non-behavioral factors. The results of analysis can generally be inferred that variable image shows no significant relationship either directly and indirectly, and so is the value of service which shows no significant relationship both directly and indirectly. Subsequent analysis indicates that the significant value becomes greater when the mediating variable i.e. satisfaction is present. In general, it can be concluded that all elements and dimensions in each independent variable do have some kind of relationships, however, depending on its value, perhaps it is more significant with the presence of the mediating variable.

목차

[ABSTRACT]

1. Introduction

2. Problem Statement

3. Objectives of the Study

4. Literature Review

5. Methodology

6. Results

7. Discussions

References

키워드

Image Value of Service Student Satisfaction Behavior