Value creation for students using the communication marketing approach at Tehran University
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Abstract
The overall purpose of this study is to assess the value creation for students using the communication marketing approach at University of Tehran. This research is a case study and a surveying study. The reliability of all the research questionnaires has been confirmed. Similarly, the validity of the questionnaires has been confirmed by experts. The statistical population of the students is the University of Tehran students; a sample of 109 people has been participated in the study. In this study, descriptive statistics and inferential statistics were used to analyse the data. Five hypotheses have been developed, which include the effect of students’ trust in the university, the university's commitment to the student, the relationship between the university and the students on the perceived value, the perceived value by student on satisfaction and the students’ satisfaction on loyalty. Based on the results of testing the five hypotheses, all research hypotheses are confirmed at a significant level of 0.05. In other words, students' trust in the university with a coefficient of regression (beta) of 0.327, university commitment to students with a regression coefficient of 0.541 and student and university relationship with a coefficient of regression of 0.664 have a significant effect on perceived value of students. Also, the perceived value of the student with a coefficient of regression of 0.654 has a significant effect on student satisfaction. Student satisfaction with a relatively high regression coefficient of 0.832 has a significant effect on student loyalty. All of the calculated coefficients are positive.
Keywords: Satisfaction, loyalty, perceived value, commitment, trust, University of Tehran.
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