engleski

Impact of self-evaluation on customer satisfaction index in marketing management process at higher education

The article represents self-evaluation as a methodologically correct model of monitoring and interpretation of student satisfaction index. In the last decade development of higher education has led to transformation of a student into a being of explicit duality: a traditional student and a student as a customer in education. Exceptional importance of this duality is noticed at higher education where a student has a complete autonomy of judging and deciding. Students´authority at evaluating educational process is more emphasized than at earlier stages of education. Educational system and educational institutions have to accept this duality and prepare for student-customer of educational product-process orientation. Authors of this article start from the thesis that self-evaluation is a basic point at choosing monitored variables at researching customer satisfaction index, defining criterion of their evaluation and defining principles of interpretation of gathered results. Introducing Total Quality Management (TQM) is management process at higher education form methodological and organizational hypothesis for implementing customer satisfaction index at creating marketing politics and optimization of educational process.

customer, measuring, satisfaction, students´expectation, image of educational institution, quality, perceived quality, perceived value, satisfaction elements, relationship management, communication

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