The main motive of this paper is to study relations between Overall Satisfaction and Loyalty of Students towards the Norwegian School of Hotel Management (NHS). The purpose of this study is also to find out how students think about the services provided by NHS and the students' perceptions of these, and how these factors influence the overall satisfaction of the students.
In this study the researcher first intends to describe and explain why students perceive higher education as a service and how important it is in general, especially within the NHS. Then, in the next step, the definitions and concepts of satisfaction and loyalty based on the empirical researches in the similar area form the focus of the theoretical part. Afterwards, the attributes of satisfaction and loyalty, which are student loyalty and its relation to student satisfaction, will be measured. Finally, the study presents the results of data analysis and the results and conclusion are discussed.
Table of Contents
1. Higher education in terms of service
2. Literature review
2.1 Student Satisfaction
2.2 Attributes for Satisfaction of Students
2.3 Loyalty of Students
3. Hypothesis and model
3.1 Model
3.2 Hypothesis
4. Methodology
4.1 Design
4.2 Sample
4.3 Measurement of attributes and constructs
4.4 Process of analyses
5. Interpretations of results
5.1 Descriptive statistics
5.2 Correlation Analyses
5.3 Reliability
5.4 Factor analysis
5.5 Multiple Regression
5.6 The rested four hypotheses
6. Conclusion
7. References
Research Objectives and Key Topics
This paper aims to investigate the relationship between overall student satisfaction and student loyalty at the Norwegian School of Hotel Management (NHS). The primary research objective is to examine how student perceptions of educational services and facilities influence their overall satisfaction, and subsequently, how this satisfaction drives their loyalty to the institution.
- The impact of service quality on student satisfaction
- The role of explicit and implicit services in higher education
- Empirical analysis of the relationship between satisfaction and loyalty
- Validation of a structural model for student loyalty in higher education
Excerpt from the Book
Attributes for Satisfaction of Students
According to the above-mentioned researches, satisfaction of students has become an extremely important issue for the universities and colleges. A product offered to customers is a “bundle of goods and services” by Olsen & Wyckoff 1978, as cited in (Douglas, Douglas, & Barnes, 2006). Based on the previous empirical researches of (Douglas et al., 2006), we have considered and have identified the service product bundle as the attributes of Satisfaction of Students. According to the Douglas et al., 2006, this bundle consist of three attributes:
1) Physical elements- including facilitating goods and sustaining facilities
2) Explicit service- service that easily observable by the senses
3) Implicit service- psychological services
According to (Douglas et al., 2006), in the university case into the Facilitating goods include the lectures and textbooks, presentation slides, and complementary handout materials, while in sustaining facilities include computer rooms, class rooms, lecture theatres and catering. The Explicit Service involves the knowledge level of academic staff, academic staff teaching competence, making appropriate appointments with the academic and administrative staff, handle the subject content and workload (Douglas et al., 2006). The Implicit Service includes how effectively staff handle the students, how much the staff approachable to the students, friendliness of staff, response to individual issues of the students, respect their feelings and emotions, and show what is the best in interest of student (Douglas et al., 2006).
Summary of Chapters
Higher education in terms of service: This chapter highlights the growth of the education sector and the increasing importance of treating students as customers within higher education institutions.
Literature review: This section defines the core concepts of student satisfaction and loyalty based on existing empirical research and establishes the theoretical foundations for the study.
Hypothesis and model: This chapter introduces the research model and proposes four specific hypotheses regarding the relationship between service attributes, overall satisfaction, and loyalty.
Methodology: This section details the research design, including the quantitative survey approach, sample selection, and the operationalization of attributes used for data collection.
Interpretations of results: This chapter presents the data analysis, including descriptive statistics, correlations, reliability tests, and multiple regression results to test the proposed hypotheses.
Conclusion: The final section summarizes the findings, confirms the support for the hypotheses, and discusses the practical implications for managing student satisfaction at NHS.
Keywords
Student Satisfaction, Student Loyalty, Higher Education, Service Quality, Explicit Service, Implicit Service, Facilities, Quantitative Analysis, Regression Analysis, Norwegian School of Hotel Management, Customer Loyalty, Education Management, Service Bundle, Academic Staff, Institutional Performance
Frequently Asked Questions
What is the core focus of this research?
The research focuses on analyzing the relationship between overall student satisfaction and student loyalty within the context of the Norwegian School of Hotel Management (NHS).
What are the primary thematic areas covered?
The study covers the classification of educational services (explicit, implicit, and facilities), the conceptualization of satisfaction and loyalty, and their empirical validation using quantitative data.
What is the main objective or research question?
The objective is to determine how specific service attributes influence overall student satisfaction and how this, in turn, impacts the long-term loyalty of students to the institution.
Which scientific methods were applied?
The researcher employed a quantitative survey methodology, utilizing SPSS software for Pearson correlation analysis, Cronbach’s alpha reliability tests, and multiple regression analysis to test the theoretical model.
What topics are discussed in the main body?
The main body covers the theoretical framework of satisfaction, the development of the structural model, the statistical methodology, and an in-depth interpretation of the collected survey data.
Which keywords best characterize this work?
The work is characterized by terms such as Student Satisfaction, Student Loyalty, Service Quality, and Higher Education Management.
How does the study define "Explicit Service" in the university context?
Explicit service is defined as services easily observable by the senses, including the knowledge level of academic staff, their teaching competence, appointment availability, and the management of course workload.
What is the role of "Implicit Service" according to the author?
Implicit service refers to psychological services, such as the friendliness and responsiveness of staff, their approachability, and how effectively they handle individual student issues and concerns.
What were the final conclusions regarding the relationship between facilities and satisfaction?
The findings indicate that while facilities do have a positive relationship with satisfaction, their overall impact and sensitivity are lower compared to the contributions of explicit and implicit services.
- Quote paper
- Jobaire Alam (Author), 2015, A quantitative analysis of student satisfaction and loyalty in the Norwegian School of Hotel Management (NHS), University of Stavanger, Norway, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/320986
