Розширена анотація українською мовою

У XXI столітті економічний та технологічний розвиток країни значною мірою залежить від рівня та якості вищої освіти. У статті зазначено, що більшість закладів вищої освіти Бангладешу є приватними та пропонують освітні послуги на ряду з державними (фінансованими урядом) університетами. Метою даного дослідження є визначення впливу якості послуг та цифрової трансформації на задоволеність студентів та їх залучення у приватні університети Бангладешу. Вихідні дані для дослідження сформовано на основі результатів анкетування студентів з п’яти найкращих приватних університетів Бангладешу. Загалом, до анкетування залучено 235 студентів, з яких 210 надали відповіді на питання анкети. За результатами ретельного опрацювання анкет, авторами вилучено 10 нерелевантних анкет. У ході дослідження сформовано та здійснено перевірку концептуальної моделі, яка складається із восьми факторів, включаючи п’ять вимірів моделі SERVQUAL, а також цифрову трансформацію, задоволеність студентів та їх залученість. Авторами здійснено перевірку гіпотетичних зв’язків за допомогою описової статистики (середнє значення та стандартне відхилення), множинного регресійного та двовимірного регресійного аналізу з використанням програмного забезпечення SPSS 26.0. За результатами емпіричного аналізу встановлено, що студенти є задоволеними якістю послуг приватних університетів та цифровою трансформацією в університеті. Автори встановили, що всі показники якості послуг (за винятком емпатії) мають позитивний та суттєвий вплив на задоволеність студентів. До того, суттєвим впливом на задоволеність студентів є вплив цифрової трансформації. Отримані результати засвідчили, що задоволеність студентів має позитивний та значущий вплив на рівень їх залученості в університеті. За результатами аналізу наукових напрацювань з досліджуваної тематики, авторами наголошено на відсутності робіт, присвячених дослідженню впливу показників якості послуг та цифрової трансформації на задоволеність студентів та їх утримання в приватних університетах Бангладешу. Результати дослідження можуть бути корисними закладам вищої освіти при розробленні стратегії вдосконалення якості послуг та цифрової трансформації з метою підвищення задоволеності студентів та їх утримання у висококонкурентних закладах вищої освіти. Враховуючи отримані результати, авторами наголошено, що для виживання та розвитку вищої освіти в XXI столітті, необхідним є здійснення цифрової трансформації.

Ключові слова: цифрова трансформація, вища освіта, якість послуг, утримання студентів, задоволеність студентів.

Класифікація JEL: I20, I23, I24, M31, M39, O33.

Цитувати як: Forid, M. S., Hafez, M., & Khan, W (2022). Student Satisfaction and Retention: Impact of Service Quality and Digital Transformation Marketing and Management of Innovations, 4, 152-163. https://doi.org/10.21272/mmi.2022.4-14

Ця стаття публікуються за ліцензією Creative Commons Attribution International License

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