Chasing the elusive customer satisfaction component in the delivery of Higher Education

Paper


Robson, K. and De La Harpe, Barbara. 2010. "Chasing the elusive customer satisfaction component in the delivery of Higher Education ." RICS International Research Conference (COBRA 2010). Paris, France 01 - 03 Sep 2010 France.
Paper/Presentation Title

Chasing the elusive customer satisfaction component in the delivery of Higher Education

Presentation TypePaper
AuthorsRobson, K. and De La Harpe, Barbara
Journal or Proceedings TitleProceedings of the RICS International Research Conference (COBRA 2010)
Journal Citationpp. 1-13
Number of Pages13
Year2010
Place of PublicationFrance
ISBN9781842196199
Web Address (URL) of Conference Proceedingshttps://www.rics.org/training-events/conferences
Conference/EventRICS International Research Conference (COBRA 2010)
Event Details
RICS International Research Conference (COBRA 2010)
Parent
RICS conference
Delivery
In person
Event Date
01 to end of 03 Sep 2010
Event Location
Paris, France
Abstract

Customer satisfaction has been a goal within the services marketing area for many years. It is only recently that the concept has been applied to the Higher Education (HE) sector. Funding sources for HE, regard student satisfaction as one of the measurable components of a university's success. If HE students are indeed customers, then the marketing models that are applied to services marketing clients could also be applicable within the HE arena. HE students in Australia in 2010 are in a very different situation to those of even ten years ago. To fully understand student satisfaction we need to consider the changes that have occurred over this period and how they impact on HE students today. Education falls within the services marketing description and the modern Australian student is paying for their education. For this reason and many others, modern HE students have different needs and expectations and they are similar to any other service customer. This research analyses the situation within the commercial world and contrasts this with academia. It seeks to determine whether the service quality theory (SERVQUAL) used in industry, can be applied successfully in HE to gauge a measure of student satisfaction and identify important factors that universities can concentrate on in their goal of improving student satisfaction.

KeywordsService quality; SERVQUAL; Student satisfaction; Student satisfaction models
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