Students are Important Consumers: Assessing Satisfaction in a Higher Education Context

Jeffrey S. Conant, Jacqueline Johnson Brown, Michael Mokwa

Research output: Contribution to journalArticlepeer-review

17 Scopus citations

Abstract

Satisfaction assessment is a vital dimension of strategic marketing consciousness and practice. Yet the study of student satisfaction in higher education is underdeveloped. This empirical study tests, and demonstrates, the utility of the disconfirmation perspective of consumer satisfaction as a theoretical foundation and method for evaluating student satisfaction within the context of an MBA program.

Original languageEnglish (US)
Pages (from-to)13-20
Number of pages8
JournalJournal of Marketing Education
Volume7
Issue number2
DOIs
StatePublished - Aug 1985

ASJC Scopus subject areas

  • Education
  • Marketing

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