The Students Satisfaction Oriented: Academic Service Improvement Strategy, Department of Aquatic Resources Management, Bogor Agricultural University, Indonesia

Higher education institutions must have a strategy change management in the increasingly competitive business environment. A continous performance improvement should be made accordingly. This study was conducted with the case of MSP-IPB, to analyze the priority of academic services improvement which were oriented in student satisfaction. This study used a survey design. Conducted using SERVQUAL instrument with 195 active students of undergraduate program in academic year 2014/2015 as respondents. Principal component analysis (PCA) was used to assess the SERVQUAL dimension that was most important to address to enhance students’ satisfaction with MSP-IPB. The finding of this study suggest that the academic service performance of MSP-IPB needs to be improved because it shows negative gap value for all service quality attributes. Priority in changes management performed is to focus on internal factors of MSP-IPB. Recommendations change management strategy as follow to make service standards for the overall education services, to build customer relationship management (CRM) system, to build the capacity of MSP-IPB through the principles of good university governance, improvement of contents curriculum, teaching materials, and changes in teaching methods and to reallocate the resources that can support the success of improving the quality of education services provided. Results from this study indicate that the university management must make changes and improvements oriented student satisfaction for facing the era of globalization and increasingly severe business challenges in the present and in the future.