Customer behaviour and student satisfaction

Abstract

Having to overcome new challenges, higher education institutions need to understand their customer behavior. The students’ satisfaction is becoming an important objective for universities and society as the role of the tertiary level institution is being questioned. The aim of this paper is to provide a concrete marketing approach to the student satisfaction problem. The literature review section aims to present resources that deliver relevant and updated information about the marketing perspectives on student satisfaction. A short survey is developed in order to provide insights into student behavior and student satisfaction.