Customer Satisfaction and Loyalty in Higher Education - A Case Study over a Five-Year Academic Experience

Petr Svoboda, Jan Cerny

Abstract

Customer satisfaction and customer loyalty are widely accepted as critical factors in the long-term success of any business that aims at positive word of mouth by customers and attracting them back for further business relationships. This paper deals with student satisfaction and student loyalty in higher education (HE). More specifically, this preliminary study aims at identifying the drivers which have the greatest influence not only on student attraction, but also on student retention and it also evaluates the relationships between satisfaction and loyalty in the course of time. Research data were obtained from 150 undergraduate business students from Prague’s University of Economics’ Faculty of Management, Czech Republic. The outcome of the further research will be a knowledge-based model describing the behaviour of students when changing the individual parameters adjustable by the HE institution’s management. The study will help HE institutions’ managers to better understand the wants and needs of their customers in order to meet their expectations.

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Paper Citation


in Harvard Style

Svoboda P. and Cerny J. (2013). Customer Satisfaction and Loyalty in Higher Education - A Case Study over a Five-Year Academic Experience . In Proceedings of the International Conference on Knowledge Discovery and Information Retrieval and the International Conference on Knowledge Management and Information Sharing - Volume 1: KMIS, (IC3K 2013) ISBN 978-989-8565-75-4, pages 431-436. DOI: 10.5220/0004621704310436


in Bibtex Style

@conference{kmis13,
author={Petr Svoboda and Jan Cerny},
title={Customer Satisfaction and Loyalty in Higher Education - A Case Study over a Five-Year Academic Experience},
booktitle={Proceedings of the International Conference on Knowledge Discovery and Information Retrieval and the International Conference on Knowledge Management and Information Sharing - Volume 1: KMIS, (IC3K 2013)},
year={2013},
pages={431-436},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004621704310436},
isbn={978-989-8565-75-4},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on Knowledge Discovery and Information Retrieval and the International Conference on Knowledge Management and Information Sharing - Volume 1: KMIS, (IC3K 2013)
TI - Customer Satisfaction and Loyalty in Higher Education - A Case Study over a Five-Year Academic Experience
SN - 978-989-8565-75-4
AU - Svoboda P.
AU - Cerny J.
PY - 2013
SP - 431
EP - 436
DO - 10.5220/0004621704310436