Comprendiendo a los mejores estudiantes. Una mirada más allá de la docencia
DOI:
https://doi.org/10.18861/cied.2019.10.2.2906Palabras clave:
educación superior, calidad docente, calidad del servicio, intención de recomendar, buenos estudiantes, experienciaResumen
Se ha demostrado que la intención de los estudiantes de recomendar su universidad está influida positivamente por su percepción de la calidad global que experimentan en el servicio universitario. Sin embargo, no está claro cuáles son las dimensiones de la calidad que más impactan en esa percepción ni cómo estas evolucionan en el tiempo para el mismo estudiante. Esta investigación pretende llenar ese vacío, utilizando medidas de calidad docente y del servicio integradas con medidas de la experiencia de los estudiantes y de su percepción de la calidad global de la carrera. El estudio utiliza modelos de ecuaciones estructurales con datos secundarios de los registros de la encuesta de calidad continua de la Universidad ORT Uruguay que siguen a 232 mejores estudiantes durante toda su experiencia con la universidad, con un total de 1681 registros. Los resultados muestran que la importancia relativa de la calidad docente y la calidad del servicio en la percepción de la calidad global evolucionan con el tiempo para los mejores estudiantes. La calidad docente es más importante en las etapas iniciales mientras que en las etapas avanzadas la calidad del servicio se vuelve más importante. Asimismo la evidencia sugiere que la etapa de la experiencia del estudiante no modera el efecto positivo de la percepción de la calidad global en la intención de recomendar. Estos resultados son de gran importancia para los responsables de las políticas universitarias. La intención de recomendar puede mejorar si la calidad docente y de los servicios está diseñada específicamente para cada etapa de la experiencia del estudiante. Esto es particularmente importante en las etapas finales, cuando los estudiantes están a punto de terminar sus estudios. Las instituciones de educación superior pueden mejorar su proceso de planificación estratégica al incluir la segmentación de los estudiantes según su experiencia.
Descargas
Citas
Achterberg, C. (2005). What is an Honors Student? Journal of the National Collegiate Honors Council, 75-84.
Asparouhov, T. (2005). Sampling weights in latent variable modeling. Structural Equation Modeling, 12(3), 411-434.
Athiyaman, A. (1997). Linking student satisfaction and service quality perceptions: the case of university education. European Journal of Marketing, 31(7), 528-540.
Bentler, P.M. (2008). EQ86 Structural Equations Program Manual, Multivariate. Encino, CA: Multivariate Software Inc.
Bollen, K.A. (1998). Structural Equations Models. Wiley Online Library.
Bollen, K.A. (1989). Structural Equations with Latent Variables. New York: Wiley.
Boyi, Q. (2006). Expectation, Service Quality, and Satisfaction in Higher Education (Tesis de maestría). Bedford: Cranfield University.
Bradshaw, G., Espinoza, S. y Hausman, C. (2001). The College-Decision Making of High Achieving Students. College y University Journal, 77(2), 15-22.
Brady, M.K. y Cronin Jr., J.J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of Marketing, 65(3), 34-49.
Brooks, R. (2006). Factors that influence traditional-age, high-achieving students to enroll at a research-extensive university in the Southern region of the United States (Tesis de doctorado). Baton Rouge: Louisiana State University.
Browne, M.W., Cudeck, R., Bollen, K.A. y Long, J.S. (1993). Alternative ways of assessing model fit. Sage focus editions.
Bruce, G. y Edgington, R. (2008). Factors influencing word-of-mouth recommendations by MBA students: an examination of school quality, educational outcomes, and value of the MBA. Journal of Marketing for Higher Education, 18(1), 79-101.
Brusoni, M., Damian, R., Sauri, J.G., Jackson, S., Kömürcügil, H., Malmedy, M. et al. (2014). The Concept of Excellence in Higher Education. European Association for Quality Assurance in Higher Education. Occasional Paper, 20, 1-44.
Chang, H.H., Jeng, D.J. y Hamid, M.R. (2012). Conceptualising consumer's word-of-mouth behaviour intention: evidence from a university education services in Malaysia. Service Business, 7(1), 17-35.
Chapman, R.G. y Jackson, R. (1987). College choices of academically able students: The influence of no-need financial aid and other factors. New York, NY: College Board Publications.
Chilcutt, A.M. (2014). Persuasion in Higher Education: Recruitment of High Ability Students (Tesis de grado). Hattiesburg: University of Southern Mississippi.
Clewes, D. (2003). A student-centred Conceptual Model of Service Quality in Higher Education. Quality in Higher Education, 9(1), 69-85.
Cook, R.W. y Zallocco, R.L. (1983). Predicting university preference and attendance: Applied marketing in higher education administration. Research in Higher Education, 19(2), 197-211.
Dagger, T. y Sweeney, J. (2007). Service quality attribute weights: how do novice and longer-term customers construct service quality perceptions? Journal of Service Research, 10(1), 22-42.
Dijk, G.H. (2015). Excellence in Higher Education (Tesis de grado). The Netherlands: University of Twente.
Elsharnouby, T.H. (2016). Participation behaviour among international students. The role of satisfaction with service augmentation and brand choice attainment. International Journal of Educational Management, 30(5), 679-697.
García-Sanchis, M., Gil-Saura, I. y Berenguer-Contrí, G. (2015). Dimensionalidad del servicio universitario: una aproximación desde un enfoque de marketing. Revista iberoamericana de educación superior, 15, 26-49.
Gater, D.S. (2001). The Competition for Top Undergraduates by America's Colleges and Universities. Gainesville, Florida: The Center Reports.
Gibbs, G. (2010). Dimensions of Quality. York: The Higher Education Academy.
Grönroos, C. (1990). Service management and marketing: Managing moments of truth in service competition. Lexington, MA: Lexington books.
Grönroos, C. (2001). The perceived service quality concept – A mistake? Managing Service Quality, 11(3), 150-152.
Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E. y Tatham, R.L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, NJ.: Prentice-Hall.
Halai, N. (2013). Quality of private universities in Pakistan: An analysis of higher education commission rankings 2012. International Journal of Educational Management, 27(7), 775-786.
Helgesen, O. y Nesset, E. (2007). What accounts for students' loyalty? Some field study evidence. International Journal of Educational Management, 21(2), 126-143.
Hill, M. (1995). Managing service quality in higher education: the role of the student as primary consumer. Quality Assurance in Education, 3(3), 10-21.
Hooper, D., Coughlan, J. y Mullen, M. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Electronic Journal of Business Research Methods, 6(1), 53-60.
Horstschräer, J. (2011). University Rankings in Action? The Importance of Rankings and an Excellence Competition for University Choice of High-Ability Students. Mannheim, Germany: Centre for European Economic Research.
Hu, L.T. y Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
Jain, R., Sinha, G. y Sahney, S. (2011). Conceptualizing service quality in higher education. Asian Journal on Quality, 12(3), 296-314.
Jöreskog, K.G. (1993). Testing structural equation models. In K. A. Bollen y J. S. Long, Testing Structural Equation Models (pp. 294-316). Newbury Park, CA: Sage.
Kelley, S.W. (1990). Customer Participation in Service Production and Delivery. Journal of Retailing, 66(3), 315-336.
Kotler, P. y Fox, K. (1995). Strategic Marketing for Educational Institutions. Upper Saddle River, NJ: Prentice-Hall.
Litten, L.H. (1982). Different strokes in the applicant pool: Some refinements in a model of student college choice. The Journal of Higher Education, 53(4), 383-402.
Marsh, H.W. y Roche, L. (1993). The use of students' evaluations and an individually structured intervention to enhance university teaching effectiveness. American educational research journal, 30(1), 217-251.
Martínez-Argüelles , M.J., Blanco, M. y Castán, J.M. (2013). Las dimensiones de la calidad del servicio percibida en entornos virtuales de formación superior. RUSC Universities and Knowledge Society Journal, 10 (1), 89-106.
Marzo, M., Pedraja, M. y Rivera-Torres, P. (2005). A new management element for universities: satisfaction with the offered courses. The International Journal of Educational Management, 19(6), 505-526.
Mazzarol, T. y Soutar, G. (2002). “Push‐pull” factors influencing international student destination choice. International Journal of Educational Management, 16(2), 82-90.
Mazzarol, T., Sweeney, J. C. y Soutar, G. N. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(12), 1475-1494.
McDougall, G.H. y Levesque, T.J. (1994). A revised view of service quality dimensions: An empirical investigation. Journal of Professional Services Marketing, 11, 189-210.
Muthén, L.K., y Muthén, B.O. (1998-2012). Mplus User's Guide (5.a ed.). Los Angeles.
O'Neill, M.A. y Palmer, A. (2004). Importance-performance analysis: a useful tool for directing continuous quality improvement in higher education. Quality assurance in education, 12(1), 39-52.
Palmer, J., Eidson, V., Haliemun, C. y Wiewel, P. (2011). Predictors of Positive and Negative Word of Mouth of University Students: Strategic Implications for Institutions of Higher Education. International Journal of Business and Social Science, 2(7), 59-61.
Palmer, S.R. y Holt, D.M. (2009). Examining student satisfaction with wholly online learning. Journal of computer assisted learning, 25(2), 111-113.
Paswan, A. K. y Ganesha, G. (2009). Higher education institutions: satisfaction and loyalty among international students. Journal of Marketing for Higher Education, 19(1), 65-84.
Petruzzellis, L, D’Uggento A.M. y Romanazzi, S. (2006). Student satisfaction and quality of service in Italian universities. Managing Service Quality, 16(4), 349-364.
Quinn, A., Lemay, G., Larsen, P. y Johnson, D.M. (2009). Service quality in higher education. Total Quality Management, 20(2), 139-152.
Ramsden, P. (1991). A performance indicator of teaching quality in higher education: The Course Experience Questionnaire. Studies in Higher Education, 16(2), 129-150.
Reiccheld, F.F. (2003). The one number you need to grow. Harvard Business Review, 81(12), 46-55.
Renzulli, J.S. (2012). Reexamining the Role of Gifted Education and Talent Development for the 21st Century: A Four-Part Theoretical Approach. Gifted Child Quarterly, 56(3), 150-159.
Rubinsztejn, G. y Palacios, M. (2010). El efecto del tiempo en la percepción de la calidad del servicio educativo. Revista Iberoamericana de Educación, 54, 189-202.
Rubinsztejn, G., Rivera-Torres, P. y Grijalvo, M.M. (2015). Calidad y recomendación en educación superior: el rol de la experiencia del estudiante. Interciencia: Revista de ciencia y tecnología de América, 40(12), 816-826.
Satorra, A. (1992). Asymptotic robust inferences in the analysis of mean and covariance structures. Sociologial Methodology, 22(1), 249-278.
Schoenherr, H.J. (2009). Beyond academic reputation: Factors that influence the college of first choice for high achieving students (Tesis doctoral). Florida: University of South Florida.
Spies, R. (1978). The Effect of Rising College Costs on College Choice: A Study of the Application Decisions of High-Ability Students. Research Report. Princeton. College Entrance Examination Board.
Stern, B.B. (1994). A revised communication model for advertising: Multiple dimensions of the source, the message, and the recipient. Journal of Advertising, 23(2), 5-15.
Sultan, P. y Wong, H. (2010). Performance-based service quality model: an empirical study on Japanese universities. Quality Assurance in Education, 18(2), 126-143.
Swanson , S.R. y Kelley, S.W. (2001). Service recovery attributions and word-of-mouth intentions. European Journal of Marketing , 35, 194-211.
Teo, R. y Soutar, G.N. (2012). Word of mouth antecedents in an educational context: a Singaporean study. International Journal of Educational Management, 26(7), 678-695.
Vianden, J. y Yakaboski, T. (2017). Critical incidents of student satisfaction at German universities. International Journal of Educational Management, 31(7), 944-957.
Wang, J. (2012). University Student Satisfaction in Shijiazhuang, China: An Empirical Analysis (Tesis de Maestría). New Zealand: Lincoln University.
Weiler, W.C. (1996). Factors influencing the matriculation choices of high ability students. Economics of Education Review, 15(1), 23-36.
White, C.J. (2011). On the evaluation of teaching and learning in higher education: a multicultural inquiry. Assessment y Evaluation in Higher Education, 36(6), 643-656.
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2019 Cuadernos de Investigación Educativa
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
