Purpose – This paper aims to investigate how students perceive the services they are offered at a German university and how satisfied they are with them.Design/methodology/approach – An evaluation study using a new tool to measure 15 dimensions of student satisfaction at an institutional level that covers most aspects of student life was used. It was decided to develop a new measurement tool as many existing surveys are poorly designed, lack standardization and give no evidence concerning reliability or validity. Questionnaires were handed out in eight lectures for the pilot study and 18 lectures for the main study. The response rate was 99 percent. A total of 374 students (pilot study) and 544 students (main study) filled in the newly developed questionnaires using Likert scales.Findings – The study gave a valuable insight into how students perceive the quality of the services offered at a university and how satisfied they are with these offerings. The results show that students' satisfaction with their ...

/pdf/examining-student-satisfaction-with-higher-education-2rdq1lsoy6.pdf

Examining student satisfaction with higher education services: using a new measurement tool

Purpose – Public funding of institutions offering higher education is becoming scarcer, more complex, and to an ever‐increasing extent performance‐based. Concerning the teaching area the financing is partly based on student credits and professional degrees. Thus student loyalty has become an important strategic theme. The purpose is to study relationships between student satisfaction, students' perceptions of the reputation of an educational institution and student loyalty; hypothesizing positive relationships between satisfaction and loyalty, reputation and loyalty, and between satisfaction and reputation. Antecedents of student satisfaction and reputation are also included in the study.Design/methodology/approach – The data source is a survey among students at the bachelor level of a university college in Norway, analyzed by a structural equation modeling approach.Findings – The findings strongly support the three hypotheses. The university college may be looked upon as being satisfaction‐driven. Still ...

What accounts for students' loyalty? Some field study evidence

Strategic Marketing Issues in Emerging MarketsManagement and Leadership of Educational MarketingFast forwarding Higher Education Institutions for Global ChallengesDemographics and the Demand for Higher EducationStrategic Marketing for Educational InstitutionsStrategic Marketing of Higher Education in AfricaSocial Media in Higher Education: Case Studies, Reflections and AnalysisGlobalization of Management EducationNew Age Admissions Strategies in Business SchoolsStrategic Marketing in the Global Forest IndustriesStrategic Marketing for Educational InstitutionsHow to Market a UniversityMarketing Strategies for Higher Education Institutions: Technological Considerations and PracticesStrategic Marketing for Educational InstitutionsReliability and Statistics in Transportation and CommunicationIndonesia Privatization Programs and Regulations Handbook Volume 1 Strategic Information and RegulationsSpace MarketingSTRATEGIC MARKETING : MAKING DECISIONS FOR STRATEGIC ADVANTAGE, SECOND EDITIONEBOOK: Marketing Higher EducationThe Ultimate Guide to School Marketing StrategiesStrategic Brand Management in Higher EducationEducational MarketingStrategic Marketing for Nonprofit OrganizationsBecoming A Digital Marketer: Gaining the Hard & Soft Skills for a Tech-Driven Marketing CareerInternational Marketing of Higher EducationAn Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher EducationDemocratizing InnovationEducational ManagementThe Strategic Management of Higher Education InstitutionsThe College Stress TestManaging External Relations in Schools and CollegesChoosing FuturesStrategic Management in Schools and CollegesInstaBrainOpening Up EducationGlobalization and Internationalization in Higher EducationVisual Thinking StrategiesMarketing Techniques for Educational ProgramsCorporate Governance and Strategic Decision MakingHow to Market a University

Strategic Marketing for Educational Institutions

Though access to higher education in the United States has increased over the past several decades, similar increases in college completion have not followed suit. Despite years of effort, we have, in large measure, been unable to translate the promise increased access affords to students, in particular those of low-income and underserved backgrounds, into the reality of college completion especially as measured by 4-year degrees. That this is the case is reflective in part of our inability to translate what we have learned from research on student retention into a reasonable set of guidelines for the types of actions and policies institution must put into place to increase rates of college completion.

From Theory to Action: Exploring the Institutional Conditions for Student Retention

Even if images and allied constructs, especially identity and reputation, have received considerable attention in recent years, research efforts have mainly focused on those allied constructs and not on their interplay with related constructs. This study examines two models to explore the relationships among service quality, facilities, student satisfaction, image of the university college, and image of the study program, with student loyalty as the ultimate dependent variable. The students perceive the image of the university college and the image of the study program as two distinct concepts. The study's preferred model only indirectly relates the image of the study program to student loyalty (via the image of the university college) while student satisfaction and the image of the university college are directly related to student loyalty. Student satisfaction has the highest degree of association with student loyalty, representing a total effect about three times the effect of the image of the university college. Service quality only loads on student satisfaction, while the variable representing facilities loads on student satisfaction, the image of the university college and the image of the study program. The predictor variables included can explain a considerable amount of the variance of student loyalty.

/pdf/images-satisfaction-and-antecedents-drivers-of-student-2g5d2cat68.pdf

Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College

In order to attract and retain students, universities must identify and meet student expectations. This article examines which aspects of a student's educational experience are more important in influencing student satisfaction. The findings show that “student centered-ness,” “campus climate,” and “instructional effectiveness,” have a strong impact on how satisfied a student is with his/her overall educational experience. The results also suggest that recruitment strategies may require emphasizing different aspects of a student's educational experience than retentio strategies.

Margaret A. Healy

Papers

Key Factors Influencing Student Satisfaction Related to Recruitment and Retention