Work

Student Satisfaction through an Adaptation of the SAM Method—An Analysis from Consumption to Post-Consumption in Higher Education Degrees

Year: 2021

Type: conference-paper

Abstract: The higher education market is experiencing a duality between meeting financial and academic goals. In both perspectives, the search for student/consumer satisfaction is a reality. The methods for measuring student satisfaction, in the Brazilian scenario, are mostly based on marketing metrics, without a real understanding of the students' feelings and perceptions. Given this scenario, the question is whether there is a divergence in perception between the student and the former student and if there is any viable technique capable of measuring these issues. In a quantitative survey, with 256 students, 81 former students, and 47 professors, an adaptation of the SAM (Self-Assessment Manikin) scale was carried out, with reason-emotion humanoids and academic stimuli. The main result is that the SAM is a viable, fast and effective model. It addresses institutional technical issues from a personal perspective. Furthermore, the divergence of perception between the former students and the current students was found.

Source: International Conference on Educational Technology (ICET)

DOI: 10.1109/icet52293.2021.9563155

Authors: Iara Margolis, Bernardo Providencia

Institutions: University of Minho, Laboratório de Paisagens Património e Território

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Quality education

Open Access status: green

Funder: Fundação para a Ciência e a Tecnologia