THE INFLUENCE OF SERVICESCAPE OFA HIGHER EDUCATION INSTITUTION ON STUDENT SATISFACTION

Authors

  • Sandra D. Brkanlić Факултет за економију и инжењерски менаџмент Нови Сад
  • Maja R. Ćirić Факултет за економију и инжењерски менаџмент Нови Сад

Keywords:

servicescape, student satisfaction, marketing orientation of higher education institutions, accreditation in Serbia, competitiveness in the EHEA

Abstract

The purpose of the paper is to examine the influence of servicescape of a higher education institution and its elements on student satisfaction. The aim of the paper is to determine whether and to which extent higher education institutions may increase student satisfaction by investing in servicescape and improving it, as well as which elements of servicescape of a higher education institution requirethe most attention. Apart from this, the aim is to determine whether higher education institutions in Serbia in order to fulfill their legal obligations, merely make additional costs by obeying to the standards for accreditation of higher education institutions and study programs, related to premises, equipment and the library; or whether higher education institutions actually make a long-term investment to increase student satisfaction and improve their competitiveness in the European Higher Education Area (EHEA) by obeying to the set standards and even exceeding the minimal frames set by these standards. The research methodology used in this paper involves a questionnaire as well as statistical methods of correlation and regression analyses, which determine the relation of the observed phenomena. The obtained research results show that there is a statistically significant relation between student satisfaction and servicescape overall, as well as between student satisfaction and separate elements of servicescape. Each element of servicescape is discussed separately. The obtained results helped in drawing conclusions and reccommendations for further research.

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References

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Published

2016-03-31

How to Cite

D. Brkanlić , S. ., & R. Ćirić, M. . (2016). THE INFLUENCE OF SERVICESCAPE OFA HIGHER EDUCATION INSTITUTION ON STUDENT SATISFACTION. KULTURA POLISA, 13(29), 635–650. Retrieved from https://kpolisa.com/index.php/kp/article/view/875

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Monographic study

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