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Beyond Satisfaction: Exploring Engagement as a Strategic Lever for Organizational Performance in Language Centers in Morocco – A Qualitative Study
[Au-delà de la satisfaction : explorer l'engagement comme levier stratégique de performance organisationnelle dans les centres de langues au Maroc - Étude qualitative]

Author

Listed:
  • Asmae Kadaoui
  • Mohammed Benseddik

    (E.N.C.G - Ecole nationale de commerce et de gestion)

Abstract

Résumé :Alors que la satisfaction est largement utilisée comme indicateur relationnel, elle semble insuffisante pour capterla richesse des relations avec les clients, notamment dans le secteur de l'éducation. Cette étude vise à explorercomment les centres de langues au Maroc peuvent passer d'une logique de satisfaction à une logique d'engagementdans la gestion des relations avec les étudiants. Une approche qualitative a été adoptée à travers un focus groupregroupant 12 professionnels, conduit à l'aide d'un guide d'entretien semi-directif. Les résultats ont été analysésà l'aide du logiciel ATLAS.ti. L'analyse révèle que l'engagement se manifeste à travers des dimensions affectives,cognitives et comportementales, et qu'il peut être initié par des pratiques liées à l'organisation et aux personnels. Par ailleurs, l'étude met en évidence des résultats relationnels de l'engagement, notamment la fidélité et la co-création. L'étude enrichit la littérature sur l'engagement dans les services de l'éducation et offre aux praticiens des leviers concrets pour instaurer l'engagement avec les clients.Mots clés : Satisfaction, Engagement, Fidélité, Co-création de la valeur, Secteur d'éducation.JEL Classification : M31Type du papier : Recherche Empirique Abstract:While satisfaction has long been used as a key relational indicator, it appears insufficient to capture the fullcomplexity of customer relationships, particularly in the context of education. This study explores how languagecenters in Morocco can shift from a satisfaction-driven approach to a more engagement-oriented model inmanaging student relationships. A qualitative methodology was employed, through a focus group consisting of 12professionals, guided by a semi-structured interview protocol and with data analyzed using ATLAS.ti software.Findings reveal that student engagement encompasses affective, cognitive, and behavioral dimensions and can befostered through organizational and staff-driven practices. Moreover, the study highlights relational outcomes ofengagement, such as loyalty and value co-creation. By shedding light on the dynamics of engagement withineducational services, the study contributes to the academic literature and offers practical insights for institutionsaiming to build deeper, more meaningful relationships with their students.Keywords: Satisfaction, Engagement, Loyalty, Value co-creation, Education sector.Classification JEL: M31Paper type: Empirical Research

Suggested Citation

  • Asmae Kadaoui & Mohammed Benseddik, 2025. "Beyond Satisfaction: Exploring Engagement as a Strategic Lever for Organizational Performance in Language Centers in Morocco – A Qualitative Study [Au-delà de la satisfaction : explorer l'engagemen," Post-Print hal-05231533, HAL.
    • Handle: RePEc:hal:journl:hal-05231533
    DOI: 10.5281/zenodo.17009148
    Note: View the original document on HAL open archive server: https://hal.science/hal-05231533v1
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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