Student satisfaction in a higher education context
Purpose - The purpose of this study is to find out to what extent the business administration students of Kristianstad University feel satisfaction in regard to service quality. Also, we want to find out if the impact of positive news about the university affects the students’ level of satisfaction.
Approach/methodology - In order to be able to answer these questions, a quantitative research was conducted. Additionally, we used a 7-point Likert scale to measure the students’ opinions.
Findings - The study found that the students were satisfied with the university, despite a negative service quality-gap. Furthermore, service quality only affected customer satisfaction to a small degree. Also, we found a positive relation between the impact of positive news and the level of satisfaction amongst the students.
Research limitations/implications - The University may look at this paper’s findings and use them to realize its strengths and weaknesses. Future research may be conducted to find out if other factors have greater impact on customer satisfaction than service quality does.
Originality – This study is unique in the sense that it investigates the service quality-gap in a higher education context. Also, the study brings new knowledge of the impact of positive news on customer satisfaction.
Social implications - Hopefully, the impact of this study will increase the public’s insight of Kristianstad University. A study similar to this one is useful to any organization in the world, in order to establish the level of satisfaction from time to time.
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