Weitere Kapitel dieses Buchs durch Wischen aufrufen
Due to the government’s education policy significantly change in higher education, number of new universities has established dramatically in the past decades in Taiwan. As a result, the universities are facing the strongly competitive pressures. Most of the universities adjust their strategy in improving service quality to enhance their competition among the universities. Usually they used the customer satisfaction survey to ensure the actual service quality from student’s perspectives, and then find out the service items or quality attributes with low satisfaction levels as the items to be improved. Then they will adjust and response to those items which need to be enhanced or improved furthermore to improve their overall service quality and attributes. Several studies assert that only using the satisfaction survey and the related improvement actions may not be obtained the significant results in improving service quality. The main cause is that the improvement items may not concerned by student. Usually the student will concern the service context and quality attributes with high importance. Therefore, we consider the famous I-S model and the related questionnaire to evaluate the service quality for university. We have conducted this model and the related questionnaire survey in a private university in Taiwan. According to I-S model analysis, the results of this research survey show the main pole to be improved (high importance and low satisfaction), including equipment, facilities need to be replaced or upgraded. The survey results will be improved subsequently as further reference for improvement.
Bitte loggen Sie sich ein, um Zugang zu diesem Inhalt zu erhalten
Sie möchten Zugang zu diesem Inhalt erhalten? Dann informieren Sie sich jetzt über unsere Produkte:
Adee Athiyama, (1997): Linking student satisfaction and service quality perceptions: the case o university education, European Journal of Marketing, Vol. 31, No. 7.
Anderson, C. and Zeithaml, C.P. (1984), “ Stage of the product life cycle, business strategy, and business performance”, Academy of Management Journal, Vol. 27, March.
Anderson, E. W. & Sullivan M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12.
Babbar, S. (1992), “ A dynamic model for continuous improvement in the management of service quality”, International Journal of Operations & Production Management, Vol. 12 No.2.
Berry, L.L., Zeithaml, V.A. and Parasuraman, A. (1990), “ Five imperatives for improving service quality”, Sloan Management Review, Summer.
Besterfield, D.H. (2004): Quality Control. Pearson Education International, New Jersey.
Ching-Chow Yang (2003a), Improvement actions based on the customers satisfaction survey, TQM & Excellence, Vol. 14, No. 8.
Ching-Chow Yang (2003b), Establishment and applications of the integrated model of service quality measurement, Managing Service Quality, Vol. 13.
Ching-Chow Yang (2005), The refined Kano’s model and its application, Total Quality Management, Vol. 16, No. 10.
Comm, C.L. and Mathaisel, D.F.X. (2000), “ Assessing employee satisfaction in service firms: an example in high education”, The Journal of Business and Economic Studies, Fairfield, Spring.
Churchill, G. & Surprenant, C. (1982). An Investigation into the determinants of consumer satisfaction. Journal of Marketing Research, 19.
Deming, W.E. (1982), Quality Productivity and Competitive Position, MIT Press, Cambridge, MA.
Deming, J. (1986), Out of Crisis, MIT Press, Cambridge, MA
Dubrovski, D. (2001), “ The role of customer satisfaction in achieving business excellence”, Total Quality Management, Vol. 12 Nos 7/8.
Fornell, C. (1992). A National Customer Satisfaction Barometer: The Swedish Experience. Journal of Marketing, 56.
Hallenbeck, T. R. (1978). College student satisfaction: An indication of institutional vitality. N.A.S.P.A. Journal, 16(2).
Hennig-Thurau, T., Gwinner, K. P. & Gremler D. D. (2002). Understanding Relationship Marketing Outcomes. Journal of Service Research, 4(3).
Keegan, W.J. and Davidson, H. (2004), Offensive Marketing: Gaining Competitive Advantage, Elsevier, Amsterdam.
Kotler, P. and Fox, K.F.A. (1995), Strategic Marketing for Educational Institutions, 2nd ed., Prentice-Hall, Englewood Cliffs, NJ.
Low, L. (2000). Are college students satisfied? A notional analysis of changing expectations. The USA Group Foundation New Agenda Series, 2(1). Indianapolis, IN: USA Group Foundation.
Nichols, H. J. (1985). Black college student satisfaction as a measure of effectiveness of higher education. Unpublished doctoral dissertation, Kent State University, Kent, Ohio.
Nunnally, J. C. (1978). Psychometric Theory, 2nd ed., McGraw-Hill, New York.
Oscar W. Deshields Jr, Ali Kara, Erdener Kaynak, Determinants of business student satisfaction and retention higher education: applying Herzberg’s two-factor theory, International Journal of Educational Management, Vol 19.
Upcraft, M. L., & Schuh, J. H. (1996). Assessment in student affairs: A guide for practitioners. San Francisco: Jossey-Bass.
Yu-Fen Chen, Chin-Hui Hsiao, & Wen-Ching Lee, How Does Student Satisfaction Influence Student Loyalty –From the Relationship Marketing Perspective.
- The Evaluation of Service Quality for Higher Education in Taiwan by Using Importance-Satisfaction Model
PoTsang B. Huang
- Springer Singapore
in-adhesives, MKVS, Neuer Inhalt/© Zühlke, Technisches Interface Design/© scyther5 | Getty Images | iStock