The major drive has been “forces of globalization”, which have contributed towards a heightened awareness of the opportunities available for education globally (Morady & Siriner, 2011, p.35). In this sense, Institutions must remain aware of the issues that influence consumer choice of institutions of higher learning because there is a lot of competition for educational services. This is the reason why it is important to research the issues that influence the degree of satisfaction of students, who are the primary consumers of educational services, in the institutions. Structure of the Report This report carries a section that considers theories relevant to the study. It gives way to a discussion of the research method used in this project, its benefits and limitations. The next section concentrates on the findings of the project, which pave way for the concluding remarks, which include a set of recommendations. Chapter I - Theory The study of consumer satisfaction falls in the same general academic field that includes behavioural sciences, human psychology and consumer sciences. As with many other academic disciplines, there is no consensus on a single definition of consumer satisfaction. Giese and Cote (2002) summarized three basic areas that most of the definitions of consumer satisfaction cover as follows, 1) Consumer satisfaction is a response (emotional or cognitive); 2) the response pertains to a particular focus (expectations, product, consumption experience, etc.); and 3) the response occurs at a particular time (after consumption, after choice, based on accumulated experience, etc) (p.1). This summary sufficed for the needs of this research project because it captured the issues that the project sought to...
The study pave way for the following conclusions which aim at providing the managers of institutions of higher learning with the information they need to improve customer satisfaction in their premises. The paper also makes appropriate recommendations:
1. Students value good lighting in their lecture rooms hence the management should always ensure that buildings incorporate natural lighting. This will increase customer satisfaction in the facilities.
2. Management must resist the urge to increase the number of students in the classes because there is a significant association of comfortable sitting space with a satisfying experience in the lecture halls.
3. Apart from the necessary equipment for air conditioning, there is diminishing value in investing in sophisticated temperature control equipment. The perceived value of comfortable temperature diminishes soon after the environment is comfortable. In this sense, institutional managers should not spend anything more than is necessary for temperature control.
4. Background music does not add much value to the overall satisfaction of students. Institutions should therefore avoid investing in this service because it is not worth it.
This research project focused on the conditions of the buildings and lecture halls. Therefore, it is incomplete as a measure of the overall satisfaction of students in higher education institutions. There is need for further research that will capture the indices relating to social services and service delivery to capture the full spectrum of issues that affect the satisfaction of students in the institutions of higher learning.