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ÖZDEŞLEŞME YOLUYLA SADAKAT OLUŞTURMA ÜZERİNE ÜNİVERSİTE MEZUNLARI ARASINDA YAPILAN BİR ÇALIŞMA

A Study Around the University Graduates on Forming Loyalty With Using Identification

Journal Name:

  • Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi

Publication Year:

  • 2008

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
The study focused on (1) identification of graduates related to university and (2) the relationships between identification and relation-inducing factors (Arnett et al., 2003) that may contribute to identification ( prestige of university, satisfaction, participation in university activities (Arnett et al., 2003) and shared values ) and (3) the relationships between the perceived loyalty and the perceived identification. The studies about the brands or the firms especially in the marketing and the studies about the identity in the social psychology have been emerged in the literature review. The authors develops and test the model in the context of graduates which the university is the one of the non profit organizations. In the study, the measurements which were used previously tested and confirmed. The results of analyses supported the model. Using the methods of the identification with increasing satisfaction and participation in university activities are important results of the study.
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Abstract (Original Language): 
Bu çalışma; üniversite mezunlarının mezun oldukları üniversitelerle olan özdeşleşmeleri, bu özdeşleşmeye katkıda bulunabilecek ikna edici faktörlerle (üniversitenin prestiji, üniversiteden duyulan memnuniyet , üniversitenin faaliyetlerine katılım (Arnett ve ark., 2003) ve üniversitede paylaşılan değerler) arasındaki olası ilişkiler; sadakat algıları ve özdeşleşme algıları arasındaki olası ilişkiler üzerinde odaklanmıştır. Yapılan literatür incelemesinde özellikle pazarlama alanında marka/firmalara yönelik çalışmalar ve sosyal psikoloji alanında ise; kimlik üzerine yapılan çalışmalar öne çıkmaktadır. Çalışmada uygulamanın kar amaçsız örgütlerde yapılması düşünülmüş ve üniversite mezunları (Açık Öğretim Fakültesi mezunları hariç tutulmuştur) uygulama alanı olarak seçilmiştir. Çalışmada, daha önceden denenmiş ve geçerliliği kanıtlanmış ölçekler kullanılmıştır. Yapılan analizler modeli destekleyen sonuçlar vermiştir. Bireyin örgütün faaliyetlerine katılımın ve memnuniyetin arttırılmasının (memnuniyetsizliğin azaltılması) birey için etkili özdeşleşme araçları olarak kullanılabileceği çalışmanın önemli sonuçlarındandır.
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  • Turkish

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