Uticaj instrumenata marketing miksa na imidž visokoškolske ustanove i satisfakciju studenata

Abstract

Predmet istraživanja doktorske disertacije jeste primena instrumenata marketing miksa u oblasti visokog obrazovanja, kao i implikacije koje oni imaju na imidž visokoškolske ustanove i satisfakciju korisnika usluga visokoškolske ustanove. Cilj koji se želi ostvariti ovim istraživanjem jeste dolaženje do kvalitetnih i pouzdanih informacija o tome koliko je značajan uticaj svakog pojedinačnog instrumenata marketing miksa, kao i njihove kombinacije, na imidž visokoškolske ustanove i na satisfakciju studenata u visokoškolskim ustanovama. Metodologija istraživanja korišćena u radu je u skladu sa postavljenim hipotezama, kao i u saglasnosti sa osnovnom svrhom, predmetom i ciljevima istraživanja. Istraživanje je izvedeno metodom teorijske analize i empirijskim metodom tzv. istraživačkom metodom. Empirijska metoda istraživanja imala je osnovni cilj, a to je prikupljanje ĉinjenica o stvarnosti kao i njihova kasnija analiza. Empirijsko istraživanje realizovano je u tri faze: prikupljane podataka, sreñivanje podataka i obrada statističkim analizama. Metodom anketiranja prikupljeni su konkretni podaci i činjenice od strane ispitanika pismenim putem. Kao instrument istraživanja za prikupljanje podataka korišćen je nestandardizovan upitnik (u prilogu), specijalno konstruisan za dato istraživanje, sa pitanjima zatvorenog tipa. Potom je statističkim metodama izvršena analiza dobijenih podataka. Podaci su analizirani korišćenjem programa Excel, SPSS for Windows 17.0 i Statistika za obradu podataka. U analizi su korišćene sledeće metode: deskriptivna statistika (aritmetička sredina, standardna devijacija), jednosmerna analiza varijanse - ANOVA, korelaciona analiza (Pirsonov koeficijent korelacije) i regresiona analiza. Rezultati istraživanja izraženi su brojčano i prikazani tabelarno i grafički. Statističkim metodama došli smo do tačnog preseka stanja kao i preciznih rezultata uz pomoć kojih smo stekli jasnu sliku o nivou povezanosti instrumenata marketing miksa sa imidžom visokoškolske ustanove i satisfakcijom studenata i nivou uticaja instrumenata marketing miksa na imidž visokoškolske ustanove i satisfakciju studenata. Rezultati do kojih se došlo primenom ovih metoda komparirani su sa saznanjima dobijenih metodom teorijske analize i to je omogućilo izvoñenje potpunijih zaključaka i preporuka. Rezultatima dobijenim u istraživanju potvrñene su opšte hipoteze i utvrñena je, povezanost instrumenata marketing miksa sa imidžom visokoškolskih ustanova i povezanost instrumenata marketing miksa i satisfakcije studenata. Potvrñivanjem opštih hipoteza, u velikoj meri, je potvrñen i uticaj instrumenata marketing miksa na imidž visokoškolske ustanove (svi instrumenti marketing miksa osim cene i distribucije utiču na imidž visokoškolske ustanove) i uticaj instrumenata marketing miksa na satisfakciju studenta (svi instrumenti marketing miksa osim cene i promocije utiču na satisfakciju studenata). Istovremeno se ukazuje i na to koje instrumente i elemente je potrebno unapreñivati uopšte kako bi se visokoškolska ustanova bolje pozicionirala na tržištu obrazovanja. Sprovedenim istraživanjem se ukazuje na to da najveći uticaj na imidž visokoškolske ustanove ostvaruju: uslužni proces, promocija, uslužni proizvod, uslužni ambijent i ljudski faktor, dok na satisfakciju studenata najveći uticaj ostvaruju: uslužni proces, uslužni ambijent, uslužni proizvod, ljudski faktor i distribucija. Doktorskom disertacijom se ukazuje i na to šta je potrebno poboljšati na svakom od fakulteta koji se nalaze u sastavu Univerziteta Privredna akademija u Novom Sadu. Dolazi se do zaključka da je unapreñivanje imidža neophodno na Stomatološkom fakultetu u Pančevu i na Fakultetu za primenjeni menadžment u Beogradu. Na Stomatološkom fakultetu u Pančevu, prema dobijenim rezultatima, poboljšanje imidža se može postići unapreñivanjem promocije, ljudskog faktora i uslužnog ambijenta, a na Fakultetu za primenjeni menadžment u Beogradu je potrebno poboljšati promociju kako bi se poboljšao imidž fakulteta. Ocenjenost imidža na Pravnom fakultetu za privredu i pravosuñe u Novom Sadu i Fakultetu za ekonomiju i inženjerski menadžment u Novom Sadu je viša i ne postoji potreba za njegovim unapreñivanjem. Sledstveno dobijenim rezultatima u istraživanju, dolazi se do zaključka da je potrebno povećanje satisfakcije studenata Stomatološkog fakulteta u Pančevu i da će se ono postići poboljšanjem promocije, ljudskog faktora, uslužnog ambijenta i uslužnog procesa, dok je ocenjenost satisfakcije studenata viša na svim ostalim fakultetima koji se nalaze u sastavu Univerziteta Privredna akademija u Novom Sadu (Pravni fakultet za privredu i pravosuñe u Novom Sadu, Fakultet za ekonomiju i inženjerski menadžment u Novom Sadu i Fakultet za primenjeni menadžment u Beogradu) i ne postoji potreba za njenim unapreñivanjem. Istovremeno se dolazi do zaključaka da je za postizanje adekvatnog imidža ustanove neophodno poboljšati: mogućnost dobijanja stipendija i popusta, dostupnost adekvatnih informacija putem sajta, društvenih mreža i učenja na daljinu (DLS-a), izvoñenje konsultacije po rasporedu, bez odstupanja, mogućnost odlaska studenata na univerzitete u inostranstvu i kvalitet studenata koji upisuju fakultet. Takoñe, satisfakcija studenata će se povećati ukoliko se poboljša: dostupnost informacija putem sajta, društvenih mreža i učenja na daljinu (DLS-a), izvoñenje konsultacija po rasporedu, bez odstupanja, kvalitet studenata koji upisuju fakultet i motivacija studenata na učenje od strane nastavnika i saradnika. Naučni cilj istraživanja je postignut potvrñivanjem validnosti postavljenih hipoteze, te se na osnovu naučno utemeljenog istraživačkog procesa došlo do pouzdanih podataka u oblasti koja je nedovoljno istražena od strane drugih autora. Samim tim je naučna svrsishodnost i opravdanost ovog istraživanja nesumnjiva jer su se kroz jedno objedinjeno istraživanje obezbedila naučna saznanja, koja će biti relevantna za naredna naučna izučavanja ove oblasti. Društveni cilj disertacije postignut je dolaskom do pouzdanih podataka kojim se menadžmentu Univerziteta jasno ukazuje na to šta je neophodno poboljšati u poslovanju visokoškolske ustanove kako bi se ona bolje pozicionirala na tržištu obrazovanja.

The scope of the research of the doctoral dissertation is the application of the instruments of the marketing mix in the higher education sector, as well as their implications on image of a higher education institution and student satisfaction. The aim of the research is to obtain quality reliable information to which extent each instrument of the marketing mix and their combinations affect higher education institutions and student satisfaction. The used research methodology was in accordance with the set hypotheses, as well as the basic purpose, scope and aims of the research. The research was conducted by using the method of theoretical analysis and the empirical method, i.e. the research method. The main goal of the empirical research method was to collect facts on reality as well as their further analysis. The empiricial research was realised in three stages: collecting the data, sorting out the data and processing the data by analysis. Concrete data and facts were obtained by a questionnaire in a written form. A nonstandardised questionnaire with closed-ended items (in the attachment) was used as a research instrument for collecting data, designed particularly for the given research. The data was analysed by using the statistical methods. The programmes used were Excel, SPSS for Windows 17.0 and Statistics for processing data. The following methods were used in the analysis: descriptive statistics (the arithmetic mean, standard deviation), one-way analysis of variance – ANOVA, correlation analysis (Pearson correlation coefficient) and regression analysis. The research results were presented numerically as well as in tables and graphically. The statistics methods provided an accurate overview as well as precise results which helped in acquiring a clear picture to which extent the instruments of the marketing mix are related to student satisfaction. The acquired results were compared to what was obtained by using the theoretical analysis method which enabled more complete conclusions and suggestions. The obtained results confirmed the general hypothesis and the relation between the instruments of the marketing mix and image of the higher education institutions and the relation of the instruments of the marketing mix and student satisfaction were determined. Confirmation of the general hypothesis also confirmed the effect of the instruments of the marketing mix on image of the higher education institutions (all instruments of the marketing mix with the except of tuition and distribution affect image of the higher education institution) and the effect of the marketing mix on student satisfaction (all instruments of the marketing mix with the except of tuition and promotion affect student satisfaction). Simultaneously, it was pointed out which instruments and which elements need improvement in order for the higher education institution to have better positioning on the education market. The research indicates that process, promotion, product, physical evidence and people mostly affect image of the higher education institution, while process, physical evidence, product, people and distribution mostly affect student satisfaction . The doctoral dissertation points out to what needs improvement at each of the faculties within the University Business Academy in Novi Sad. The conclusion is that the School of Dentistry in Pančevo and the Faculty of Applied Management in Belgrade need to improve their image. According to results, the School of Dentistry in Pančevo may improve its image by improving its promotion, people and physical evidence, while the Faculty of Applied Management in Belgrade needs to improve its promotion in order to improve its image. The images of the Faculty of Law for Economy and Judiciary in Novi Sad and the Faculty of Economics and Engineering Management in Novi Sad were graded higher and there is no need for their improvement. The consequently obtained research results indicate that student satisfaction needs increase at the School of Dentistry in Pančevo and that it may be realised by improving its promotion, people, physical evidence and process, while student satisfaction was graded higher at all other faculties within the University Business Academy in Novi Sad (the Faculty of Law for Economy and Judiciary in Novi Sad, the Faculty of Economics and Engineering Management in Novi Sad and the Faculty of Applied Management in Belgrade) and that it needs no improvement. It can be concluded that in order to realise a proper image, it is necessary to improve: the possibility of getting scholarships and discounts, the availability of adequate information on the website, social networks and distance learning systems (DLS), having consultations on, with no deviations, the possibility for students to go to foreign universities abroad and the quality of students who enroll the faculty. Furthermore, student satisfaction will increase if the following items are improved: availability of information on the website, social networks and distance learning systems (DLS) having consultations on schedule, with no deviations, the quality of students who enroll the faculty and teachers and associates motivating the students . The scientific aim of the research was achieved by confirming the validity of the set hypothesis, thus reliable data in this area which was unexplored by other authors was obtained based on the scientific research process. Therefore, the scientific purposefulness and justification of the research is unquestionable as this one conjoined research provides scientific knowledge which will be relevant for further scientific research in this field. The social aim of the dissertation was achieved by obtaining reliable data which clearly indicate to the University what needs to be improved in business management of this higher education institution in order for it to be better positioned on the education market.