Proceedings of World Business and Social Science Research Conference
25-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Triangulated Approach to Student-as-Customers’
Satisfaction and Persistence: A Marketing Perspective
Amy Yeo Chu May
The purpose of this study is twofold. Firstly, to determine the
student/customer satisfiers that could be potential contributors for students’
persistence in a higher educational institution. Secondly, to use these
satisfiers for marketing purpose so as to secure current and future student
retention. A mixed method strategy is used to buttress the previous
research paradigms from both positivist and interpretive stances. Multiple
regression and correlation were used for quantitative analyses whilst
verbatim audio-recording were used for qualitative inputs. Quantitative
results revealed that students were most satisfied with academic
experience and it was also the most dominant predictor of students’
persistence. Other elements such as faculty quality teaching, facilities and
placements were not predictor and statistically, of lower mean satisfaction.
These results were partially supported by qualitative inputs of mixed views
and experience. For example, one of the catapults for persistence relates
to the UK collaborative program which was peculiar to the institution. This
was not unfolded in the survey results. Given the resources, higher
education (HE) are expected to defend and safeguard its existing and
future position by giving ‘maximum’ academic and technological support
which would add customer value and hence enhance retention rate. Using
the ubiquitous teaching and non-teaching elements, it would enable HE to
identify and focus on critical issues that could intensify strategic marketing
moves so as to position itself in a highly competitive education environment.
Keywords: Student-As-Customer Satisfaction, Intended Retention, Mixed
Methodology, Marketing, Malaysia.
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Amy Yeo Chu May, Faculty of Accounting, Finance and Business (FAFB), Tunku Abdul Rahman
(TAR) University College, Malaysia, Email: yeocm@acd.tarc.edu.my