New Directions in Education: An Analysis of Student Satisfaction for the Curriculum in the Higher Education for Export
Keywords:Customer Satisfaction, Quality, Higher Education, Cross-sectional Analysis
In the modern era of sophisticated technology and business, education has become the power of the new digital world. The quality of higher education has become important to improve the satisfaction of students. The impact of privatization has led to the entry of many colleges and institutes of learning which can only sustain in the market based on good quality education. Over the last decade, a flurry of research on customer satisfaction and service quality has been produced and continues to do so at a very fast pace. Our paper builds on the extant literature organized around the SERVQUAL instrument and makes headway by focusing on the differences in perceived quality of students in different programs at the same business college. The hypothesis we aim at testing here is that satisfaction and, subsequently, the overall quality differ with the curriculum, instructional staff, and physical setting. Drawing on data collected via a survey of college graduates, our analysis strongly supports the hypothesis. Based on these results, we assess the strengths and weaknesses of each program and provide a set of managerial recommendations.