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Anàlisi teòrica dels antecedents i conseqüències de la identificació de l'alumnat amb la universitat i de la seva percepció de qualitat universitària

Theoretical analysis of the antecedents and the consequences of students’ identification with their university and their perception of quality

Journal Name:

  • Intangible Capital

Publication Year:

  • 2011

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Purpose: This paper is aimed at developing a conceptual model centered on the antecedents of students’ identification with their university and their perception of the institution’s quality. Design/methodology/approach: This model is based on the analysis of the existing empirical literature and theoretical models focused on marketing at university level.Findings and Originality/value: Students’ identification with their university and the perceived quality of the institution are two key variables for attracting and retaining students. This paper proposes that identification depends on the institutional support received by the student, which in turn is positively related to: corporate communication, the university- student relationship and the student-student relationship. Moreover, the employability is positively related to the perceived quality of the university and this perception is determined by the university reputation and students’ perception that the university encourages employability in their training. Research limitations/implications: This model is informed from a theoretical perspective and therefore it constitutes a starting point for future empirical studies. Practical implications: The present study aims to provide new approaches to university marketing. We hope that this paper will help accelerate progress in the field of university marketing, by emphasizing fundamental issues that deserve future research. Social implications: The confirmation of this conceptual model would provide the necessary tools for universities to develop their strategies of student recruitment and retention based on marketing and segmentation. This can lead to a better service delivered by public universities and a higher student satisfaction. Originality/value: The main theoretical contribution is to include the variables traditionally studied as antecedents in organizational behavior in the variables typically studied in consumer behavior.
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Abstract (Original Language): 
Objecte: L'objectiu d’aquest article és desenvolupar un model conceptual centrat en els antecedents de la identificació de l'alumnat amb la universitat i la seva percepció de la qualitat universitària, perquè investigacions futures puguin provar des d’un punt de vista empíric les proposicions assenyalades. Disseny/metodologia: La metodologia consisteix en una anàlisi de la literatura empírica existent i del models teòrics actuals enfocats en el màrqueting a nivell universitari. Resultats: La identificació de l’estudiant amb la universitat i la seva percepció de qualitat de la institució són dos variables claus per a la captació i la retenció de l’alumnat. Aquest article proposa que la identificació depèn del suport institucional percebut per l'estudiant, que al seu torn està positivament relacionat amb: la comunicació corporativa, la relació universitat-alumne i la relació alumne-alumne. D’altra banda, l’ocupabilitat d’una institució educativa és relaciona positivament amb la percepció de qualitat universitària per part de l’estudiant i aquesta percepció ve determinada per la bona reputació de la universitat i per la percepció de l’estudiant que la universitat fomenta l’ocupabilitat en la seva formació.Limitacions: El model presentat es fonamenta des d’un punt de vista teòric i per tant és un punt de partida de línies futures de caràcter empíric. Implicacions pràctiques: Aquest article teòric pretén donar un punt de sortida i nou enfocament al màrqueting universitari. Esperem que aquest article ajudi a accelerar el progrés en l’àmbit del màrqueting universitari, posant de relleu qüestions fonamentals que necessiten investigació futura. Implicacions socials: La confirmació del model conceptual donaria les eines necessàries perquè les universitats desenvolupin les seves estratègies de captació i retenció d'estudiants basant-se en el màrqueting i en la segmentació, fet que també es relaciona amb un millor servei per part de les universitats publiques i una major satisfacció de l’alumnat. Valor afegit: La principal contribució teòrica es la de proposar incorporar variables clàssicament estudiades en el comportament organitzatiu com antecedent de les variables típicament estudiades en el comportament del consumidor.
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