Segmenting Graduate Consumers of Higher Education in Tourism: An Extension of the ECSI Model
This research explores the European Consumer Satisfaction Index model applied to higher education in tourism by accounting for unobserved heterogeneity. In particular, it intends to identify segments of Higher Education Institutions’ consumers based on the structural model estimates of the European Consumer Satisfaction Index, enlarged with the employability construct. A model-based segmentation approach in Partial Least Squares path modelling is used. The European Consumer Satisfaction Index was properly adjusted to the educational framework and has shown its effectiveness when assessing students’ satisfaction regarding the attended Higher Education Institution. Two distinctive, graduates’ segments were identified using a sample of 166 Higher Education Institutions’ consumers. Results confirm the assumption of heterogeneity as the relationships differ across segments and the need for Higher Education Institutions to differently target those segments in such a competitive context. These results may be used strategically by Higher Education Institutions and policy makers as segments of graduates are identified according to their perception of employability and the future influence of this on their satisfaction. Deepening the knowledge on their consumers, Higher Education Institutions will be better prepared to adjust their educational performance to graduates’ best interests and to promote their offer.
|Date of creation:||30 Mar 2012|
|Date of revision:|
|Contact details of provider:|| Postal: |
Phone: +351 289 244 406
Web page: http://www.cieo.pt/
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Carsten Hahn & Michael D. Johnson & Andreas Herrmann & Frank Huber, 2002. "Capturing Customer Heterogeneity Using A Finite Mixture Pls Approach," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 54(3), pages 243-269, July.
- Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
When requesting a correction, please mention this item's handle: RePEc:ris:cieodp:2012_007. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Silvia Fernandes)
If references are entirely missing, you can add them using this form.