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Üniversite Eğitimi Hizmetlerinde Algılanan Hizmet Kalitesine Göre Pazar Bölümlendirme: Karadeniz Teknik Üniversitesi İktisadi ve İdari Bilimler Fakültesi Örneği

Market Segmentation With Respect to Perceived Service Quality on University Education Services: Sample of Management and Administrive Science Department of Karadeniz Technical University

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Abstract (2. Language): 
This research was done to fixing spesific market segmentation with perceived service quality criterion on the students of Bussines Administration and Mangement Faculty of Karadeniz Technical Univeristy. In analysis, factor, cluster, discriminant and chi square statistical technics were used. In the end of analysis, it was seen that students could be divided into two spesific clusters. The perceived service quality dimension which is the best discriminate two clusters is quality of course materials and following this factor; capability of tutors, learning facilities, studing atmosphere and tutorial center arrangement. In addition, gender, class and income variables discriminate two cluster.
Abstract (Original Language): 
Bu araştırma, üniversite öğrencilerini algılanan eğitim hizmeti kalitesi kriterine göre belli kümelere (pazar bölümlerine) ayırmak amacıyla Karadeniz Teknik Üniversitesi İktisadi ve İdari Bilimler Fakültesinin 372 öğrencisi üzerinde yapılmıştır. Analiz¬de faktör, kümeleme, ayırma ve Ki kare istatistik teknikleri kullanılmıştır. Analiz so¬nucunda öğrencilerin birbirinden farklı iki kümeye ayrılabileceği görülmüştür. İki kü¬meyi birbirinden en iyi ayıran algılanan hizmet kalitesi boyutunun eğitim materyalleri kalitesi faktörü olduğu bunu ise sırasıyla eğiticilerin kapasiteleri, öğrenme faaliyetle¬ri, çalışma atmosferi ve üniversitenin yerleşim yeri faktörlerinin izlediği tespit edil¬miştir. Ayrıca bu iki kümenin cinsiyet, sınıf ve aylık gelir demografik değişkenleri iti¬bariyle de birbirinden ayrıldığı belirlenmiştir.
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