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MEASURING STUDENTS' SATISFACTION AS PART OF THE MARKETING HIGHER EDUCATION STRATEGIES
Abstract
Higher education institutions are currently facing high market pressure due to competitors' unprecedentedly increase in number and diversification, along with impressive rise in educational customers' expectations. Given this background, universities are increasingly searching for means and opportunities to develop and enrich their competitive advantage on the crowded educational market. One method that is rapidly growing popularity in the academic world is evaluating students' satisfaction. Although it is a topic gaining more and more supporters, there has been little interest in researching how students' feedback can be integrated in higher education institutions' marketing strategies. This paper is forwarding a starting point for evaluating students' satisfaction based on items that can eventually be capitalized in strategy development. Through a quantitative research based on online survey, students' satisfaction has been evaluated and interpreted. Main findings of this research refer to a higher perception of the academic staff performance and social activities availability than the administrative staff communication skill. Despite this difference, the ultimate satisfaction indicator – students' willingness to recommend their university to their peers – is considerable high. Based on these results, conclusions are drawn regarding results' impact on the university's marketing strategies, mainly through formulating recommendations on how to effectively use students' feedback.
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