The mediator effect of perceived service quality between the relationship of the reason for choosing master programs and the group cohesiveness

The reasons of preference of universities are considered as a considerably critical resource of information on the subject of enhancing the education quality in the higher education institutions. The rapidly increasing development of technology makes necessary the maximization of the quality standards which are specific to the research areas by the information resources as well as access to knowledge. The image perceptions which are created on the students and candidates by the universities which are evaluated also as the information centers clearly influence the student group cohesiveness which shall serve as a mediator on becoming widespread of this image through the ear-to-ear communication model. In this respect, the factors with which the universities shall develop the corporate strategies and shall establish foundations for the image studies are specified and determined by means of the determination of the preference reasons of the candidate students. There are lots of studies which are carried out concerning the reasons of bachelor's degree programs in the literature. However, there is quite limited number of studies which are carried out concerning the preference reasons of the master programs. This study researches the influence of the preference reasons of the candidates on the student group cohesiveness. In addition to this, during the period of duration of the master programs studied by the students, this study also researches the influence of the group compliance perceptions regarding the matter that they are members of the university enrolled and the preference reasons on the student group cohesiveness. Such data ensure the determination of the preference reasons of the students in their selections of the master programs and thus specify the data to increase the satisfaction of the students and also their contingent achievement levels. Thus, the related findings shall serve in the process of increasing the program productivity of the universities. In addition to this, researching the group compliance intermediate variable influence in this process shall shed a light on the literature and implementation area because of the fact that there is not any study on this subject. Keywords: Reasons for Choosing Master Programs, Perceived Service Quality, Group Cohesion.