STUDENT SATISFACTION RELATIONSHIP: APPLIED CUSTOMER SATISFACTION RESEARCH IN THE CLASSROOM

This study investigates the impact of multiple teaching quality factors on course satisfaction and instructor satisfaction as perceived by students. It applies established theory from customer satisfaction and educational psychology research to a sample of MBA and Undergraduate students from multiple sections of an introductory marketing course. In doing so, it demonstrates a method of obtaining diagnostic information to prioritize weaknesses and discover strengths of teaching performance that complements existing feedback processes. Substantive results indicate that learning was strongly related to course satisfaction and instructor enthusiasm was strongly related to instructor satisfaction. A discussion addresses how to use the results while managerial implications summarize benefits and requirements to implement the method.

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