The importance of satisfying students' expectations has grown over the past decade, but satisfaction measurement in higher education remains unclear. This empirical study examines and demonstrates the utility of viewing student satisfaction as a function of meeting both department and university expectations. Findings indicate that measuring student satisfaction by only one of these dimensions may negatively impact the usefulness of the satisfaction measure.
Get full access to this article
View all access options for this article.
References
1.
Allen, Jeff , and Duane Davis (1991). "Searching for Excellence in Marketing Education: The Relationship between Service Quality and Three Outcome Variables."Journal of Marketing Education, 13 (Spring): 47-55.
2.
Betz, Ellen L. , John E. Klingensmith, and John W. Meene (1971). "The Measurement and Analysis of College Student Satisfaction."Measurement and Evaluation in Guidance, 3 (Summer): 110-118.
3.
Conant, Jeffrey S. , Jacqueline Johnson Brown, and Michael P. Mokwa (1985). "Students Are Important Consumers: Assessing Satisfaction in a Higher Education Context."Journal of Marketing Education, 7 (Summer): 13-20.
4.
Deutschman, Alan (1991). "The Trouble with M.B.A.s."Fortune, 29 July: 67-79.
5.
Hampton, Gerald M. (1983). "College Student Satisfaction: Marketing's Approach for Evaluating Higher Education."In 1983 Educator's Conference Proceedings, edited by Patrick E. Murphy, O.C. Ferrell, Gene R. Laczniak, Robert F. Lusch, Paul F. Anderson, Terence A. Shimp, Russell W. Belk, and Charles B. Weinberg. Chicago: American Marketing Association, pp. 169-173.
6.
Hawes, Jon M. , and George Glisan (1983). "A Marketing Approach to Student Evaluation of a Department of Marketing." In 1983 Educator's Conference Proceedings, edited by Patrick E. Murphy, O.C. Ferrell, Gene R. Laczniak, Robert F. Lusch, Paul F. Anderson, Terence A. Shimp, Russell W. Belk, and Charles B. Weinberg. Chicago: American Marketing Association, pp. 159-163.
7.
Lepisto, Lawrence R. , and Ken W. McCleary (1989). "Developing an Alumni Relations Program for a Marketing Department."Journal of Marketing Education, 11 (Spring): 1-4.
8.
Martilla, John A. , and John C. James (1977). "Importance-Performance Analysis."Journal of Marketing, 41 (Spring): 77-79.
9.
McGovern, Thomas V. , and Karen F. Carr (1989). "Carving Out the Niche: A Review of Alumni Surveys on Undergraduate Psychology Majors."Teaching of Psychology, 16 (April): 52-58.
10.
Ortinau, David J. , Alan J. Bush, Robert P. Bush, and Jacquelyn L. Twible (1989). "The Use of Importance-Performance Analysis for Improving the Quality of Marketing Education: Interpreting Faculty-Course Evaluations."Journal of Marketing Education, 11 (Summer): 78-86.
11.
Parasuraman, A. , Valerie Zeithaml, and Leonard Berry (1988). "SERVQUAL: A Multiple-Item Scale for Measuring Consumers Perceptions of Service Quality."Journal of Retailing, 64 (Spring): 12-40.
12.
Polcyn, Laura J. (1986). "A Two Instrument Approach to Student Satisfaction Measurement."College and University, Fall: 18-24.
13.
Schmidt, Sandra L. , Kathleen Debevec, and Clare L. Comm (1987). "Marketing Majors' Satisfaction with Their College Experience: Implications for Strategic Planning in Marketing Departments."Journal of Marketing Education, 9 (Fall): 58-63.
