issue v2 n1 satisfacción de los estudiantes y docentes @journal.mbe

Article

ANÁLISIS COMPARADO DE LA SATISFACCIÓN DE LOS ESTUDIANTES Y DOCENTES EN LA UNIVERSIDAD PÚBLICA ESPAÑOLA🔗

COMPARATIVE ANALYSIS OF STUDENTS´ AND PROFESSORS´ SATISFACTION LEVELS AT THE SPANISH PUBLIC UNIVERSITY🔗

Author(s)🔗

Juan G. Martínez-Navalón , Universidad Rey Juan Carlos, Spain
Alicia Blanco-González , Universidad Rey Juan Carlos, Spain
Cristina Del-Castillo-Feito, Universidad Rey Juan Carlos, Spain

https://doi.org/10.35564/jmbe.2019.0005

Resumen🔗

Los gestores de las universidades públicas deben saber que esperan y desean los stakeholders de la institución. Este objetivo es clave para tener docentes y estudiantes satisfechos y poder gestionar estrategias a corto, medio y largo plazo. Por ello, en este estudio se analiza los niveles de satisfacción de ambos grupos ayudando a identificar y aplicar acciones de mejora en la gestión. Para la obtención de la información se ha realizado una encuesta a 756 docentes y estudiantes de una universidad pública española. Los resultados obtenidos muestran diferentes niveles de satisfacción para docentes y estudiantes, resaltando que el nivel de satisfacción es diferente según el tipo de stakeholder (interno o externo), lo que implica que los gestores deban aplicar diferentes estrategias para cada grupo con la finalidad de aumentar su satisfacción.

Palabras clave
satisfacción, stakeholder, universidad, educación superior

Abstract🔗

Public universities´ managers need to understand their stakeholders´ demands and needs. This task appears as a crucial aspect in order to have satisfied students and professors and to achieve the institution´s medium and long-term strategies. The aim of this paper is to analyze the satisfaction levels of both, students and professors in order to study possible improvements. For this purpose, a survey was distributed to students and professors of a Spanish public university and 756 responses were obtained. The results show that students and professors hold different satisfaction levels, which highlights the fact that internal and external stakeholders have diverse perceptions of the same institution. This information enhances the need of developing different strategies when managing the university´s satisfaction levels depending on the stakeholder group under consideration.

Keywords
satisfaction, stakeholder, university, high education

Received
22 February 2019

Accepted
7 April 2019

Copyright
This is an open access article under the CC BY-NC license.

Citation🔗

Martínez-Navalón, J.G.; Blanco-González, A.; & Del-Castillo-Feito, C. (2019). Análisis comparado de la satisfacción de los estudiantes y docentes en la universidad pública española. Journal of Management and Business Education, 2(1), 36-47. https://doi.org/10.35564/jmbe.2019.0005

References🔗

Andrea, I., & Benjamin, S. (2013). University students' needs and satisfaction with their host city. Journal of Place Management and Development, 6(3), 178-191.
https://doi.org/10.1108/JPMD-03-2013-0004

Assaf, A., Tsionas, M., & Oh, H. (2018). The time has come: Toward Bayesian SEM estimation in tourism research. Tourism Management, 64, 98-109.
https://doi.org/10.1016/j.tourman.2017.07.018

Azcárate, R. F. (2006). Estudio de satisfacción del profesorado en la Universidad Pública Española. Empiria. Revista de Metodología de Ciencias Sociales, 11, 175-204.
https://doi.org/10.5944/empiria.11.2006.1113

Barroso, C., & Martín, E. (2000). Desarrollo del marketing relacional en España. Revista Europea de Dirección y Economía de La Empresa, 9(3), 25-45.

Bearden, W., & Teel, E. (1983). Selected Determinant of Consumer Satisfaction and Complaint Reports. Journal of Marketing Research, 20, 21-28.
https://doi.org/10.1177/002224378302000103

Bisquerra, R., & Pérez-Escoda, N. (2015). Pueden las escalas Likert aumentar en sensibilidad? Revista d'Innovació i Recerca En Educació, 8(2), 129-147.

Boshoff, C., & Gray, B. (2004). The relationships between service quality, customer satisfaction and buying intentions in the private hospital industry. South African Journal of Business Management, 35(4), 27-35.

Caballero, C. C., Abello, R., & Palacio, J. (2007). Relación del burnout y el rendimiento académico con la satisfacción frente a los estudios en estudiantes universitarios. Avances En Psicología Latinoamericana, 25(2), 98-111.

Cruz-Suárez, A., Díez-Martín, F., Blanco-González, A., & Prado-Román, C. (2014). Análisis de las relaciones entre la legitimidad organizativa, sus fuentes y dimensiones. Revista Venezolana de Gerencia, 19(65).

Day, R. L. (1984). Modellling choices among alternative responses to dissatisfaction. Advances in Consumer Research, 11(496-499).

del Aguila Obra, A. R., Al-dweeri, R. M., & Meléndez, A. P. (2012). Factores determinantes de la calidad de los servicios electrónicos en el contexto de los operadores postales. Universia Business Review, 3(35).

Diez-Martin, F. (2018). Dónde estamos: Una introducción a la educación en los negocios. Journal of Management and Business Education, 1(1), 1-10
https://doi.org/10.35564/jmbe.2018.0001

Elliott, K., & Healy, M. (2001). Key factors influencing student satisfaction related to recruitment and retention. Journal of Marketing for Higher Education, 10(4), 1-11.
https://doi.org/10.1300/J050v10n04_01

Forgas, S., Molines, M. A., Sanchez, J., & Palau, R. (2010). Antecedents of airline passenger loyalty: Low-cost versus traditional airlines. Journal of Air Transport Management, 16(4), 229-233.
https://doi.org/10.1016/j.jairtraman.2010.01.001

Fornell, C. (1992). A national customer satisfaction barometer: the Swedich experience. The Journal of Marketing, 56(1), 6-21.
https://doi.org/10.1177/002224299205600103

Gento, S. P., & Vivas, M. G. (2003). El SEUE: Un instrument para conocer la satisfacción de los estudiantes universitarios con su educación. Acción Pedagógica, 12(2), 16-27.

Gil, I., Sánchez, M., Berengue, G., & González, M. (2005). Encuentro de servicio, valor percibido y satisfacción del cliente en la relación entre empresas. Cuaderno de Estudios Empresariales, (15), 47-72.

Halstead, D., Dröge, C., & Cooper, M. B. (1993). Product warranties and post-purchase service: a model of cosumer satisfaction with complaint resolution. Journal of Service Marketing, 7(1), 33-40.
https://doi.org/10.1108/08876049310026088

Hanssen, T. E. S., & Solvoll, G. (2015). The importance of university facilities for student satisfaction at a Norwegian university. Facilities, 33(3-4), 744-759.
https://doi.org/10.1108/F-11-2014-0081

Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316-338.
https://doi.org/10.1108/09513550610669176

Jani, D., & Han, H. (2011). Investigating the key factors affecting behavioral intentions: Evidence from a full-service restaurant setting. International Journal of Contemporary Hospitality Management, 23(7), 1000-1018.
https://doi.org/10.1108/09596111111167579

Jin, N., Line, N. D., & Merkebu, J. (2016). The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty in Upscale Restaurants. Journal of Hospitality Marketing & Management, 25(5), 523-546.
https://doi.org/10.1080/19368623.2015.1063469

Johnson, M. D., Anderson, E. W., & Fornell, C. (1995). Rational and adaptive performance expectations in a customer satisfaction framework. Journal of Consumer Research, 21(4), 695-707.
https://doi.org/10.1086/209428

Kotler, P., & Armstrong, G. (2003). Fundamentos de Marketing (Pearson Pr). México.

Lassala, C., Ruiz, C., & Sanz, S. (2007). Implicaciones de la satisfacción, confianza y lealtad en el comportamiento de uso de la banca online. XXI Congreso Anual AEDEM, 1, 46.

Levy, S., & Hino, H. (2016). Emotional brand attachment: a factor in customer-bank relationships. International Journal of Bank Marketing, 34(2), 136-150.
https://doi.org/10.1108/IJBM-06-2015-0092

Liu, L., Wang, Y. S., & Wu, T. J. (2017). Student Satisfaction Scale Development and Application for Sport Management in China. Eurasia Journal of Mathematics Science and Technology Education, 13(5), 1429-1444.
https://doi.org/10.12973/eurasia.2017.00678a

Lovelock, C. L., Walker, R. H., & Patterson, P. G. (2001). Services marketing: an Asia-Pacific perspective (Prentice H). Australia: 2a Edición.

Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466.
https://doi.org/10.1086/209361

Martínez-Navalón, J. G., Blanco-González, A., & Díez-Martín, F. (2019). Un análisis multistakeholder de la legitimidad de la universidad. Revista de Investigación En Ciencias Contables y Administrativas, 4(1).

Medrano, N., Mosquera, A., & Melón, A. (2018). Análisis del efecto del uso de herramientas multimedia. Journal of Management and Business Education, 1(3), 210-255.
https://doi.org/10.35564/jmbe.2018.0015

Morgan, R., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
https://doi.org/10.1177/002224299405800302

Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
https://doi.org/10.1177/002224378001700405

Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. (McGraw Hil). Boston.

Roberts-Lombard, M. (2009). Custormer retention strategies implemented by fast-food outlets in the Gauteng, Western Cape and Kwazulu-Natal provinces of South Africa-a Focus on Something Fishy, Nandos and Steers. African Journal of Marketing Management, 1(2), 70-80.

Rufín, R., & Medina, C. (2012). Marketing Público: Investigación, Aplicaciones y Estrategia (Esic Edito). Madrid.

Schlesinger, W., Cervera, A., & Calderón, H. (2014). El papel de la confianza, la imagen y los valores compartidos en la creación de valor y lealtad: aplicación a la relación egresado-universidad. Revista Española de Investigación En Marketing ESIC, 18(2), 126-139.
https://doi.org/10.1016/j.reimke.2014.06.001

Schlesinger, W., Cervera, A., & Perez-Cabanero, C. (2017). Sticking with your university: the importance of satisfaction, trust, image, and shared values. Studies in Higher Education, 42(12), 2178-2194.
https://doi.org/10.1080/03075079.2015.1136613

Sultan, P., & Wong, H. Y. (2014). An integrated-process model of service quality, institutional brand and behavioural intentions The case of a University. Managing Service Quality, 24(5), 487-521.
https://doi.org/10.1108/MSQ-01-2014-0007

Tse, D. K., & Wilton, P. C. (1988). Models of consumer satisfaction formation: an extension. Journal of Marketingrketing Research., 17, 460-469.

Vesel, P., & Zabkar, V. (2010). Relationship quality evaluation in retailers' relationships with consumers. European Journal of Marketing, 44(9/10), 1334-1365.
https://doi.org/10.1108/03090561011062871

Weerasinghe, I. M. S., & Fernando, R. L. S. (2018). Critical factors affecting students' satisfaction with higher education in Sri Lanka. Quality Assurance in Education, 6(1), 115-130.
https://doi.org/10.1108/QAE-04-2017-0014

Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(2), 84-91.
https://doi.org/10.1086/209243

Wilkins, S., & Balakrihnan, M. S. (2013). Assessing student satisfaction in transnational higher education. International Journal of Educational Management, 27(2), 146.
https://doi.org/10.1108/09513541311297568

Yi, Y., & La, S. (2004). What influences the relationship between customer satisfaction and repurchase intention? Investigating the effects of adjusted expectations and customer loyalty. Psychology & Marketing, 21(5), 351-373.
https://doi.org/10.1002/mar.20009