If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The recent changes that have occurred in the Spanish university teaching environment, such as growing competition, have caused these courses to become an important differentiating element of what is offered by each university. Therefore, the authors propose to delve deeper into the relationship existing between satisfaction and the intent to recommend the courses taken by the attendees. Design/methodology/implications -The research developed in the paper endeavours to be a first approximation of the factors that determine the satisfaction of the people who attend the summer courses offered by a Spanish public university. Furthermore, this article analyses whether or not the satisfaction levels of the students translate into one of the positive behaviours that are set forth in specialised literature: recommendation. The information is based on the analysis of a self-administered survey given to the students of the 2003 summer session after completing the course. Findings -The results obtained show that the teaching staff, enrolment and course organisation are the elements that have an impact on student satisfaction, and they show that this satisfaction is what, to a large extent, explains the intent to recommend the courses. In addition to these three elements, and in order to increase the satisfaction levels of students, it is necessary to know the objectives that the students have. Originality/value -This paper determines the elements that are potentially capable of generating satisfaction and the subsequent effect of the satisfaction on recommendations for the university (summer courses) have been analysed. Other papers analyse all universities, but this work analyses a university's summer courses.
Globalization, competition and market saturation have caused a growing interest by firms in developing strategies directed at creating brand loyalty among their customers, especially in markets with low growth rates. In order to reach this objective, relationship marketing must be applied, which considers the mutual benefits derived from the creation of stable relationships between buyers and sellers. The study herein developed analyses the existence of groups of customers from the service sector who value the offer of relational benefits by the organisation, in which benefits are centred basically on the relationship with the contact personnel. As a result, the customers state greater levels of satisfaction with and loyalty to the organisation.
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