Customer satisfaction with the service of educational institutions in the private sector, located in the city of Xalapa-Enríquez, México
DOI:
https://doi.org/10.22579/23463910.216Keywords:
Customer satisfaction, quality, services, education, I29Abstract
Education is considered as a service, so that every educational institution knows about the importance of its customers and recognizes the quality of service and customer satisfaction as an important factor to stay in the current competitive market. However, it is important to identify which dimensions and variables of an educational institution meet the needs of customer. For this reasons, the objective of this investigation was to identify the dimensions and variables that contribute to the satisfaction of direct (student) and indirect customer (parents) of private educational institutions, at initial, kindergarten, elementary school, middle school, high school, college and job training levels. The Delphi method was used for the design and validation of the instrument, which was made up of 22 items in semantic differential scale with values of 1 to 7 and six dimensions: infrastructure, teaching staff, administrative service, environment, results and satisfaction. For determining the sample size a stratified random sampling was applied with allocation proportional to the size of the stratum (levels and schools), the sample was 83 schools located in the city of Xalapa-Enríquez, México and 354 users. With a structural equations model it was found that, with the exception of infrastructure, the remaining four dimensions showed a positive influence on satisfaction, this is, a satisfaction model was found in which was distinguished the contribution of the dimensions and the variables measured within each dimension, on the customer satisfaction.
References
Abdullah, F. (2006). The development of HEdPERF: a new measuring instrument of service quality for the higher education sector. International Journal of Consumer Studies, 30(6), 569–581. https://doi.org/10.1111/j.1470-6431.2005.00480.x
Aiken, L. R. (1980). Content validity and reliability of single items or questionnaires. Educational and Psychological Measurement, 40(4), 95–959. https://doi.org/https://doi.org/10.1177/001316448004000419
Alén González, M. E., y Fraiz Brea, J. A. (2006). Relación entre la calidad de servicio y la satisfacción del consumidor. Su evaluación en el ámbito del turismo formal. Investigaciones Europeas de Dirección y Economía de la Empresa Vol. 12, 251–272.
Capelleras, J. L., y Venciana, J. M. (2001). Calidad de servicio en la enseñanza universitaria: desarrollo y validación de una escala de medida. Document de treball, (4), 1–36. Recuperado de http://www.uab.cat/servlet/BlobServer?blobtable=Document&blobcol=urldocument&blobheader=application/pdf&blobkey=id&blobwhere=1345650483792&blobnocache=true
Cronbach, L. J. (1951). Coefficient alpha and the internal strucuture of tests. Psychometrika, 16, 297–334.
Cronin, J. J., y Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296
Escobedo, M., Hernández, J., Estebané, V., y Martínez, G. (2016). Modelos de ecuaciones estructurales: Características, fases, construcción, aplicación y resultados. Ciencia & trabajo, 18(55), 16–22. https://doi.org/10.4067/S0718-24492016000100004
García-Ruiz, M. E., y Lena-Acebo, F. J. (2018). Aplicación del Método Delphi en el diseño de una investigación cuantitativa sobre el fenómeno FABLAB. Revista de Metodología de Ciencias Sociales. EMPIRIA. No. 40, 129–166.
Gento Palacios, S., y Montes Castillo, M. (8-12, Febrero, 2010). Cómo Elaborar un Diagnóstico de la Calidad de un Centro Educativo: Implementación y Resultados de un Modelo. VII Congreso Internacional, ‘La Universidad por un Mundo Mejor‟, La Habana, Cuba, (Vol. 5, pp. 265–288).
Hair Jr, J. F., Black, W. C., Babin, B. J., y Anderson, R. E. (2014). Multivariate Data Analysis. (Pearson, Ed.) (Séptima).
Hernández, R., Fernández, C., y Baptista, P. (2014). Metodología de la investigación. Journal of Chemical Information and Modeling (Vol. 53). https://doi.org/10.1017/CBO9781107415324.004
Khoo, S., Ha, H., y McGregor, S. L. T. (2017). Service quality and student/customer satisfaction in the private tertiary education sector in Singapore. International Journal of Educational Management, 31(4), 430–444. https://doi.org/10.1108/IJEM-09-2015-0121
L. Scheaffer Richard, Mendenhall William, O. L. (2000). Elementos de muestreo. (G. E. Iberoamerica, Ed.).
López-Gómez, E. (2018). El método Delphi en la investigación actual en educación: una revisión teórica y metodológica. Educación XX1, 21(1), 17–40. https://doi.org/10.5944/educXX1.15536
Mestrovic, D. (2017). Service Quality, Students’ Satisfaction and Behavioural Intentions in STEM and IC Higher Education Institutions. Interdisciplinary Description of Complex Systems, 15(1), 66–77. https://doi.org/10.7906/indecs.15.1.5
Parasuraman, A., Zeithaml, V. A., y Berry, L. L. (1985). Model Service Its Quality and Implications for Future. Research Paper, 49(4), 41–50. https://doi.org/10.1016/S0148-2963(99)00084-3
R Core Team. (2018). R: A language and environment for statistical computing. Vienna, Austria. Recuperado de https://www.r-project.org/
Skulmoski, G. J., y Hartman, F. T. (2007). The Delphi Method for Graduate Research. Journal of Information Technology Education, 6(1), 1–21. https://doi.org/10.1.1.151.8144
Torres-Flórez, D. (2019). Estrategia de compensaciones como herramienta de satisfacción laboral. Revista GEON (Gestión, Organizaciones Y Negocios), 6(2), 4-9. https://doi.org/10.22579/23463910.181
Tumino, M. C., y Poitevin, E. R. (2013). Evaluación de la calidad de servicio universitario desde la percepción de estudiantes y docentes: caso de estudio Quality assessment of university service from students and teacher’s perceptions: a case study. REICE. Revista Iberoamericana sobre Calidad, 12(2), 63–84. Recuperado de www.rinace.net/reice/
Valenzuela Salazar, N., Buentello Martínez, C., Gomez, L., & Villareal Sánchez, V. (2019). La atención al cliente, el servicio, el producto y el precio como variables determinantes de la satisfacción del cliente en una pyme de servicios. Revista GEON (Gestión, Organizaciones Y Negocios), 6(2), 18-24. https://doi.org/10.22579/23463910.159
Yusoff, M., McLeay, F., & Woodruffe-Burton, H. (2015). Dimensions driving business student satisfaction in higher education. Quality Assurance in Education, 23(1), 86–104. https://doi.org/10.1108/QAE-08-2013-0035
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2020 Judith Guadalupe Montero Mora, Rosa María Cantón Croda
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The author must review the editorial policy of the GEON Journal.
To increase their visibility, documents are sent to databases and indexing systems.
The content of the articles is the responsibility of each author and does not compromise, in any way, the magazine or the institution.
