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

Author

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

Abstract

The present research examined relationships between satisfaction and quality judgments of college services. Students ( N = 736) completed a questionnaire (SERVQUAL) to investigate perceived service performance of a university college. At the same time, they were asked about satisfaction with specific aspects of the program offered by the college. Three dependent measures of satisfaction were used: global satisfaction, willingness to recommend the college, and satisfaction with value received from the educational experience. Results indicated that the perceived quality of the educational offering and service quality explained different amounts of the variance in satisfaction. The article concludes with a discussion of the implications of the relative importance of actual and augmented product characteristics in explaining satisfaction.

Suggested Citation

  • Beverly A. Browne & Dennis O. Kaldenberg & William G. Browne & Daniel J. Brown, 1998. "Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(3), pages 1-14, July.
    • Handle: RePEc:taf:jmkthe:v:8:y:1998:i:3:p:1-14
    DOI: 10.1300/J050v08n03_01
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    Cited by:

    1. Ilda Maria Pedro & Júlio Costa Mendes & Luis Nobre Pereira & Bernardete Dias Sequeira, 2020. "Alumni’s perceptions about commitment towards their university: drivers and consequences," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 469-491, December.
    2. Jesús de la Fuente & Francisco Javier Peralta-Sánchez & José Manuel Martínez-Vicente & Flavia H. Santos & Salvatore Fadda & Martha Leticia Gaeta-González, 2020. "Do Learning Approaches Set the Stage for Emotional Well-Being in College Students?," Sustainability, MDPI, vol. 12(17), pages 1-23, August.
    3. Shamshuritawati Sharif, 2012. "Correlation Network Analysis of International Postgraduate Students’ Satisfaction in Top Malaysian Universities: A Robust Approach," Modern Applied Science, Canadian Center of Science and Education, vol. 6(12), pages 1-91, December.
    4. Mihaela Mihailova, 2021. "Online learning from the perspective of the marketing product and its levels. An empirical example from Bulgaria," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 105-113.
    5. repec:thr:techub:10037:y:2022:i:1:p:101-126 is not listed on IDEAS
    6. Jasmina Berbegal-Mirabent & Josep Llach & Frederic Marimon & Marta Mas-Machuca, 2016. "Analysing the determinants of students’ loyalty in the higher education context: The Catalan University system case," Investigaciones de Economía de la Educación volume 11, in: José Manuel Cordero Ferrera & Rosa Simancas Rodríguez (ed.), Investigaciones de Economía de la Educación 11, edition 1, volume 11, chapter 1, pages 45-58, Asociación de Economía de la Educación.
    7. Matilde Bini & Lucio Masserini, 2016. "Students’ Satisfaction and Teaching Efficiency of University Offer," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 129(2), pages 847-862, November.
    8. Humayun Sattar & Tasweer Hussain Syed & Afshan Naseem & Yasir Ahmad & Muhammad Zeeshan Mirza & Masood Raza, 2021. "Uncovering the Indirect Impact of Work Ethic on Engineering Students’ Productivity through Positive and Negative Organizational Behaviors and Workaholism," Sustainability, MDPI, vol. 13(5), pages 1-16, March.
    9. Jocelyn L. Absolor, 2022. "Services of the Ilocos Sur Polytechnic State College Graduate School: Basis for an Improvement Plan," Technium Social Sciences Journal, Technium Science, vol. 37(1), pages 101-126, November.
    10. Yoav Gal & Adiv Gal, 2019. "Knowledge Bias: Neo-feudalism and Other Reasons to Avoid Sharing Knowledge by Knowledge Workers," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(2), pages 826-848, June.
    11. Khyati Shetty Datta & Julie Vardhan, 2017. "A SERVQUAL-Based Framework for Assessing Quality of International Branch Campuses in UAE," SAGE Open, , vol. 7(1), pages 21582440166, February.
    12. Fogarty, Timothy J. & Jonas, Gregory A. & Parker, Larry M., 2013. "The medium is the message: Comparing paper-based and web-based course evaluation modalities," Journal of Accounting Education, Elsevier, vol. 31(2), pages 177-193.
    13. Thi Hoai Trinh NGUYEN, 2021. "Quality Of Higher Education Online Training, Student Satisfaction And Loyalty In The Context Of The Covid-19 Pandemic. A Vietnamese Perspective," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(5), pages 72-90, October.
    14. Paulo Roberto da Costa Vieira & Irene Troccoli Raguenet & Ettore de Carvalho Oriol & Hugo Rafael Dias, 2019. "Quality of teaching, corporate image and satisfaction of students enrolled in the night session of a Brazilian private university: a study with structural equation modeling," Proceedings of International Academic Conferences 9411963, International Institute of Social and Economic Sciences.
    15. Mohsen Ghobehei & Faraz Sadeghvaziri & Elham Ebrahimi & Khashayar Afshar Bakeshloo, 2019. "The effects of perceived brand orientation and perceived service quality in the higher education sector," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 9(3), pages 347-365, September.

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