Year of Graduation
The indexes of the student satisfaction and their application to the ranking of universities
Faculty of Management
Russian higher education has a low competitiveness in the global market for educational services. Including no reliable information about the attributes and factors of an educational organization (as a study, social support, general educational environment, etc.); funding of universities depends on the volume «sales»; most universities do not have a systematic way of monitoring and evaluation of student expectations. On this basis, the students often have the gap between expectations and real perception (Shank, Walker & Hayes, 1995). Systematic monitoring is useful in the case when there is an opportunity to compare the results of several universities. Such comparison allows educational organizations to identify their gaps and ways to improve the education market as a whole.This study is focused on the opportunity to show the consistency of the parameter «student satisfaction» as one of the factors affecting the location of the educational institution in the ranking , and hence its competitiveness.Abounding number of works of foreign authors is devoted to the theoretical aspects of customer satisfaction assessment, however the issue of students satisfaction still has not been studied enough (in Russia as well). Crucial points devoted to the theoretical study, are related to the quality of educational services, while most of the questions related to the social life of the students remain outside the research. Nevertheless, many authors (Kotler, Lee, 2007 ) note that improving customer satisfaction of state and public organizations can increase revenues , to obtain the necessary funds in the future , improve operational efficiency and improve business efficiency . Focusing their attention on the students, as the main consumers of educational services (Danjuma, Rasli, 2012), many educational organizations took the path of high competition for attracting and retaining students (Fahy, Hurley, Hooley & DeLuca, 2009).To determine student satisfaction was formulated and developed a conceptual model that includes 26 attributes, combined with five factors influencing universitysatisfaction and behavioral responses of consumers.As a basic tool to measure student satisfaction a questionnaire consisting of three sets of questions: demographics, educational experience and satisfaction has been developed, tested and launched. To determine the level of satisfaction we chose three methods: Satisfaction Index CSI, loyalty factor NPS, perception maps Needs & Gaps.The main research hypotheses have been put forward as follows:H1: Overall student satisfaction is higher in the leading universities of the Russian Federation in comparison with universities who have not received special status.H2a: Students of the leading universities of the Russian Federation show more loyal behavior (recommendations) compared to university students who have not received special status.H2b: Students of the leading universities of the Russian Federation show more loyal behavior (re- buy) compared to university students who have not received special status.H3: High levels of student satisfaction are inherent to universities, occupying the top 10 positions in the world ranking or Russian universities.H4: Overall student satisfaction is higher among students who are in student associations.The study involved 532 respondents from 31 Russian universities. Respondents are represented by different socio- demographic groups and educational preferences. The sample included respondents enrolled in classical, national research, the federal universities, Moscow State University and St. Petersburg State University.The study confirmed all the hypotheses except hypothesis H3. Lack of dependence and correlation between satisfaction and your university in the ranking is a negative factor for the further development of university education in general. Today, we can observe a tendency of turning universities into international companies, which not only provide a costly service, but also participate in the competition for the best applicants.Given the specifics of the education sector, it is necessary to understand that satisfaction as a factor is on infancy stage and changes in existing global and domestic market of educational services are a direct confirmation of this. Impact of satisfaction on the location of the university in the ranking has a long term effect and its impact on the value of high school will take effect in a few years.