Customer Satisfaction in Higher Education: A Study of Economics and Business Alumni/ae of Kalamazoo College
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Authors
Horsch, Eric James
Issue Date
2006
Type
Thesis
Language
en_US
Keywords
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Abstract
This paper applies Customer Satisfaction Theory to the area of higher education. In
particular, this is accomplished by implementing a hybrid-SERVPERF model, the prominent
performance-based model in Customer Satisfaction Theory. The population for this study
consists of Kalamazoo College alumni/ae who majored in the Economics and Business
Department. Using a database of alumni/ae information dating back several decades, surveys
were sent out during the month of December 2005 and received over the following six weeks.
After the cutoff date of January 31,2006 was reached, data were coded and analyzed.
The results of this study have implications for Customer Satisfaction Theory and for the
Economics and Business Department of Kalamazoo College. In regard to the literature, this
study concludes that demographics and expressive/process attributes play a minor role in
determining satisfaction. On the contrary, satisfaction is largely explained by outcome-based
attributes. In addition, satisfied graduates confirmed the influence of satisfaction on positive
attitude and repurchase intentions. Lastly, it can be concluded from this study that SERVPERF
is, in fact, an effective instrument for measuring satisfaction.
In regard to Kalamazoo College and the Economics and Business Department, it can be
said that department alumni/ae are quite unique. Department alumni/ae focus more on
employment immediately after graduation and earn far more MBA and fewer Ph.D. degrees than
graduates college-wide. Department alumni/ae are generally satisfied and financially healthy,
though there is clearly a desire for more emphasis in business and career development. This
feedback should be considered carefully for future College and department planning.
Description
vi, 109 p.
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U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder.