Perceived service quality in postgraduate studies: an integrated perspective in the IMBA program

• Autores: Luisa Andreu Simó, Joaquín Aldás Manzano , Amparo Cervera Taulet
• Localización: @tic. revista d'innovació educativa, ISSN-e 1989-3477, Nº. 6, 2011 (Ejemplar dedicado a: Second Life y otros mundos virtuales en educación), págs. 63-70
• Idioma: inglés
• DOI: 10.7203/attic.6.280
• Enlaces
  • Texto completo (pdf)
• Resumen

  • This work proposes a comprehensive evaluation system for service quality in the International Master in Business Administration (iMBA) at Universitat de València. Going further than the current system for measuring service quality and considering students as stakeholders in the university in the context of relationship marketing, this present experience develops a process for evaluating service quality where the student designs the measurement instrument itself from an integral vision of the service s/he receives. The results suggest that students perceive the service experience as a multidimensional concept covering not only the academic experience, but also the quality of the facilities and program organisation and coordination.

    RESUMEN.

    Este trabajo propone un sistema de evaluación integral de la calidad del servicio en el International Master in Business Administration (iMBA) de la Universitat de València (UV), España. Partiendo del sistema actual para la medición de la calidad de servicio y considerando a los estudiantes como stakeholders en la universidad en el contexto de marketing relacional, la presente propuesta desarrolla un proceso para la evaluación de la calidad de servicio donde el estudiante es quien diseña el instrumento de medida desde una perspectiva integral del servicio que recibe. Los resultados sugieren que los estudiantes perciben la experiencia del servicio como concepto multidimensional, abarcando no sólo la experiencia académica, sino también la calidad de las instalaciones, organización y coordinación del programa.

• Referencias bibliográficas
  • Angell, R.J.; Heffernan, T.W.; Megicks, P. (2008). Service quality in postgraduate education. Quality Assurance in Education, 16(3), pp. 236-254
  • Alves, H.; Raposo, M. (2004). La Medición de la Satisfacción en la Enseñanza Universitaria: el Ejemplo de la Universidad da Beira Interior....
  • Apodaca, P.; Grad, H. (2002) Análisis dimensional de las opiniones de los alumnos universitarios sobre sus profesores: comparación entre técnicas...
  • Arnett, D.B.; German, S.D.; Hunt, S.D. (2003). The identify salience model of relationship marketing success: the case of non-profit marketing....
  • Bayer, A. (1996). What is wrong with customer?. College Teaching, 44(3), 82.
  • Beerli, A.; Díaz, G.; Pérez, P. (2002). The configuration of the university image and its relationship with the satisfaction of students....
  • Bowie, N. (1987): “The moral obligations of multinational corporations”, en Luper-Foy, S. (ed.), Problems of International Justice. New York:...
  • Caballero, G.; García, J.; Quintás, M. (2007). La importancia de los stakeholders de la organización: un análisis empírico aplicado a la empleabilidad...
  • Caballero, G.; García, J.; Quintás, M. (2008). El tiempo y la atención dedicados a los stakeholders: un análisis empírico aplicado a la empleabilidad...
  • Cervera, A.; Mollá, A.; Sánchez, M. (2001). Antecedents and consequences of marketing orientation in public organisations. European Journal...
  • Chung, E.; McLarney, C. (2000). The classroom as a service encounter: Suggestions for value creation. Journal of Management Education, 24(4),...
  • Clemens, B.; Gallagher, S. (2003). Stakeholders for environmental strategies: the case of the emerging industry in radioactive scrap metal...
  • Donaldson, T.; Preston, L. (1995). The stakeholder theory of the corporation: concepts, evidence and implications. Academy of Management Review,...
  • Downey, C.; Frase, L.; Peters, J. (1994). The Quality Education Challenge, Corwin Press, Sage Publications, Thousand Oaks, CA.
  • Elliot, K.; Shin, D. (2002). Student Satisfaction: an alternative approach to assessing this important concept. Journal of Higher Education...
  • Evan, W.; Freeman, E. (1988). Ethical Theory and Business, Prentice Hall, Englewood Cliffs.
  • Freeman, R. (1994). The politics of stakeholder theory: Some future directions, Business Ethics Quarterly, 4, 409-422.
  • Galán, L.; Suárez, B. (2005). El Espacio Europeo de Educación Superior y la empleabilidad, Documentos de los promotores de Bolonia en España,...
  • Gibbs, P. (2001). Higher education as a market: a problem or a solution?. Studies in Higher Education, 26(1), pp. 85-94.
  • Guolla, M. (1999). Assessing the teaching quality to student satisfaction relationship: Applied customer satisfaction research in the classroom....
  • Helgesen, Ø. (2006). Are loyal customers profitable? Customer satisfaction, customer (action) loyalty and customer profitability at the individual...
  • Helgesen, Ø.; Nesset, E. (2007a). What accounts for students’ loyalty? Some field study Evidence. International Journal of Educational Management,...
  • Helgesen, Ø.; Nesset, E. (2007b). Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A case study of a Norwegian University...
  • Knox, S.; Gruar, C. (2007). The Application of Stakeholder Theory to Relationship Marketing Strategy Development in a Non-profit Organization,...
  • Malcolm Baldrige National Quality Award Education Pilot Criteria (1995), National Institute of Standards and Technology, U.S. Department of...
  • Malhotra, N.K.; Birks, D.F. (2007). Marketing Research. An applied Approach. 3rd European edition. Essex, UK: Pearson Education Limited.
  • Marzo, M. (2005). El enfoque de marketing en los servicios públicos: una aplicación al caso de la universidad. Tesis doctoral, Universidad...
  • Marzo, M.; Pedraja, M.; Rivera, P. (2005). A new management element for universities: satisfaction with the offered courses. International...
  • Melewar T.; Akel, S. (2005). The role of corporate identity in the higher education sector: a case study. Corporate Communications: An International...
  • Melle, M. (2003). “Criterios de Eficiencia en las Facultades de Economía y Empresa y Empleabilidad de los titulados. Un Análisis Aplicado...
  • Modell, S. (2005). Students as consumers? An institutional field-level analysis of the construction of performance measurement practices....
  • Nguyen, N.; LeBlanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: an investigation in financial services....
  • Oliver, R. (1993). Cognitive, affective and attribute bases of the satisfaction response. Journal of Consumer Research, 20, pp. 418-430.
  • Oplatka, I.; Hemsley-Brown, J. (2004). The research on school marketing: current issues, future directions. Journal of Educational Administration,...
  • Philips, R., Freeman, E.; Wicks, A. (2003). What Stakeholder Theory is Not. Business Ethics Quarterly, 13 (4), pp. 479-502.
  • Pitman, T. (2000). Perceptions of academics and students as customers: a survey of administrative staff in higher education. Journal of Higher...
  • Schlesinger, W.; Cervera, A.; Iniesta, M.A.; Sánchez, R. (2009). An approach to higher institutions performance from a relationship perspective:...
  • Schlesinger, W. (2010). Un enfoque de marketing de relaciones egresado-universidad para la configuración de las universidades como centros...
  • Savage, G.; Nix, T.; Whitehead, C.; Blair, J. (1991). Strategies for Assesing and Managing Organizational Stakeholders. Academy of Management...
  • Seeman, E.; O´Hara, M. (2006). Customer relationship management in higher education. Campus-Wide Information Systems, 23 (1), 24-34.
  • Shupe, D. (1999). Productivity, quality and accountability in higher education. Journal of Continuing Higher Education, 47(1), pp. 2-13.
  • Sirvanci, M. (1996). Are Students the True Customers of Higher Education?. Quality Progress, October, pp. 99-102.
  • Spanish Ministry of Education (2010). Estrategia Universidad 2015: internacionalización, en http://www.educacion.es/eu2015/ambitos-ejes-estrategicos/fortalecim...
  • Svensson, G.; Wood, G. (2007). Are university students really customers? When illusion may lead to delusion for all!. International Journal...
  • Taddy, C. (2007). Responsabilidad Social Corporativa y Universidad. Congreso Internacional de Comunicación Corporativa (CICC-2007). 21-23...
  • Traverso, J. (2005). Imagen interna de la Institución Universitaria. Modelo para el Personal de Administración y Servicios. Revista de Economía...
  • Utbildningsdepartementer (1992). Frihet Ansvar KompetensGrundutbildningens Vilkor I Högskolan (Freedom Responsability Competence – The Conditions...
  • Winston, G. (1997). Why Can’t a College be More Like a Firm?. Change: The Magazine of Higher Learning, 29(5), pp. 32 – 38.