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Marketing
2014, vol. 45, br. 3, str. 213-222
jezik rada: srpski
vrsta rada: prethodno saopštenje
doi:10.5937/markt1403213V
Analiza elemenata kvaliteta usluga u visokom obrazovanju
Visoka poslovna škola strukovnih studija, Novi Sad

e-adresa: vranjesmarija.vps@gmail.com, draganag.vps@gmail.com, dragana.vps@gmail.com

Sažetak

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.

Ključne reči

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