Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality

Browne, Beverly A.; Kaldenberg, Dennis O.; Browne, William G.; Brown, Daniel J.

doi:10.1300/j050v08n03_01

Cited by 194 publications

(161 citation statements)

References 17 publications

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“…For example, Bay and Daniel (2001) contend that universities with a large number of international students are referred to as 'export industries' (Gatfield, 1998), courses are termed 'educational products' (Adler, 1998), new instruction methods such as Internet courses are referred to as 'distribution methods' (Gatfield, 1998), and other institutions are referred to as 'competitors ' (Landrum et al, 1998). Furthermore, potential students are sometimes referred to as the 'customer base' (Browne et al, 1998;Licata and Maxham, 1998), returning students are called 'repeat business' (Nichols et al, 1998), and attempts to determine to what extent the institution is meeting the students' perceived needs are related to 'customer satisfaction ' (Licata and Maxham, 1998).…”

Section: Attitudes Towards the Commercialisation Of Higher Educationmentioning

confidence: 99%

Marketing the Institution to Prospective Students – A Review of Brand (Reputation) Management in Higher Education

Beneke¹

2010

IJBM

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This article considers an overview of brand (reputation) management in higher education, with a focus on South Africa. The literature paints a picture necessitating a proactive stance on maximizing the appeal of the institutional brand so as to recruit desirable students and ensure that the institution's strategic goals are achieved. Inherent in this approach is embracing the competitive challenge, effecting internal remedies and thereafter ensuring that all branding elements are cohesively aligned. Findings suggests that just like any other brand, an institutional brand has the effect of reducing perceived risk for consumers (the students) and allowing the institution a degree of stability in the market place. However, marketers of institutional brands are cautioned against the multiplicity effect, whereby the multifaceted brand can prove challenging to manage. Lastly, a South African framework is reviewed as a means to achieve the above.

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Section: Attitudes Towards the Commercialisation Of Higher Educationmentioning

confidence: 99%

Marketing the Institution to Prospective Students – A Review of Brand (Reputation) Management in Higher Education

Beneke¹

2010

IJBM

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“…Browne, Kaldenberg, Browne & Brown (1998) conclude that the likelihood of students recommending the university to friends/relatives is particularly influenced by interactions between students and university personnel, such as their faculty. Frankel et al (2006) and Iyer and Muncy (2008) found that the professor's response to service failures is the key factor in determining student satisfaction.…”

Section: The Role Of Professors In Service Recovery Encounters In Higmentioning

confidence: 90%

Service recovery in higher education: Does national culture play a role?

Gruber

Chowdhury

Reppel

2011

Journal of Marketing Management

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Biography Thorsten Gruber is a Senior Lecturer in Marketing andAbstract: It is now well recognised that an effective service recovery system plays a crucial role in service organisations. However, the importance of such systems has not yet been acknowledged by the higher education industry. Given the need for more research on service recovery expectations of students, this exploratory study attempts to shed light on what students believe to be the desirable attributes of professors during recovery encounters. To investigate how national culture influences student expectations during such encounters, 40 students from the United Kingdom and Bangladesh were interviewed and 210 questionnaires were completed by students. Using the semi-standardised laddering interviewing technique in combination with Kano questionnaires, the study provides an indepth insight into the qualities and behaviours that students expect professors to portray during service recovery encounters. The research reveals that the key attributes desired by both groups of students include being approachable, listening actively, showing empathy and providing an explanation. Among a wide range of benefits, students link these attributes to enhanced teacher-student relationship, better academic performance and at a more abstract level, to desired end-states such as harmony and wellbeing.

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“…Thus, when universities provide a wide range of programs for students to choose according to their preferences, this could bring students' satisfaction for the program [17]. Browne et al [18] declared that teaching program quality and other program-related matters in universities could affect students' satisfaction.…”

Section: H1: Study Program Affects Students' Satisfactionmentioning

confidence: 99%

Research on Factors Affecting the Postgraduate Students’ Satisfaction in the Quality of Training Services in Accounting at the Training Institutions in Hanoi

Trang¹,

Kha²,

Duyen³

et al. 2018

EDUCATION

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The article was conducted through a big survey of 164 postgraduate students to study the factors affecting their satisfaction on the quality of accounting training services at some institutions in Hanoi City. The analytical methods used in the study were descriptive statistics, Cronbach's Alpha test, and exploratory factor analysis (EFA). Research results have showed the only three factors which affect their satisfaction on the quality of training services including serviceability, staffs, and tuition fees. In particular, tuition fee is the most influential factor for their satisfaction when the quality of accounting training services is evaluated.

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Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality

Cited by 194 publications

References 17 publications

Marketing the Institution to Prospective Students – A Review of Brand (Reputation) Management in Higher Education

Marketing the Institution to Prospective Students – A Review of Brand (Reputation) Management in Higher Education

Service recovery in higher education: Does national culture play a role?

Research on Factors Affecting the Postgraduate Students’ Satisfaction in the Quality of Training Services in Accounting at the Training Institutions in Hanoi

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