B1719
Title: Quality of educational services, image, students satisfaction and loyalty in higher education
Authors: Matilde Bini - European University of Rome (Italy) [presenting]
Lucio Masserini - University of Pisa (Italy)
Monica Pratesi - University of Pisa (Italy)
Abstract: The objective is to investigate whether the perceived Quality of Educational Services and University Image influence students overall Satisfaction with their university experience, as well as the possible consequences of these relationships on students Loyalty. For this purpose, several hypotheses were formulated and tested through a Structural Equation Model by taking the following dimensions into account as possible determinants of overall Satisfaction and Loyalty: Quality of Educational Services, such as Teaching and Lectures, Teaching and Course Organization, Educational Infrastructure, Libraries, Refectories, Students Office, and University Image. Data were collected through a web questionnaire handed out to 14870 students enrolled at the University of Pisa in 2012, with items formulated to measure students perception on a four ordered categories anchored scale. Results give a valuable insight of how students perceive quality of educational services and institutional image of the university and the influence of these dimensions on Satisfaction and Loyalty. Specifically, it is worth noting that Teaching and Lectures and Teaching and Course Organization are main determinants of Students Satisfaction and Loyalty. Moreover, it is important to emphasize the crucial role exercised by University Image both on Teaching and Lectures and Satisfaction, and of the latter on Loyalty.
