Development Management of Master's Programs in the Field of Culture, Art and Creative Industries Based on the Analysis of Students' Perception

The aim of this paper is to develop a theoretical model of relationship between students’ perception and such factors as: perceived value and service quality, satisfaction and intention to recommend in order to help managers in improving the existed master’s programs; and to empirically test the model. The paper highlights the key perception instruments and describes their relationships in a broader way. The authors along with the analysis of students’ motivation concept have also considered authenticity of a master program. Authenticity is considered both from curriculum and “servicescape” approaches. The main theoretical concept used in this paper is expectations – perception gap theory. This article measures students’ experience of studying on a master program and provide empirical evidences of the correlation between perceived – values, satisfaction, intention to recommend and students’ overall perception of master programs using such methods as interview and survey. The current results show that students’ understanding of perceived – value does not influence on their satisfaction. Their unrealistic expectations can ruin the overall perception of the program that leads to reduced satisfaction and reluctance of recommend. The authors also proposed the model to examine students’ perceived – value. It can help master programs’ managers to analyze the existed gaps in order to improve overall perception and reduce weaknesses.