Customer satisfaction with the service of educational institutions in the private sector, located in the city of Xalapa-Enríquez, México

10.22579/23463910.216
Published 2020-08-05
content - research articles

Abstract

Education is considered as a service, so that every educational institution knows about the importance of its customers and recognizes the quality of service and customer satisfaction as an important factor to stay in the current competitive market. However, it is important to identify which dimensions and variables of an educational institution meet the needs of customer. For this reasons, the objective of this investigation was to identify the dimensions and variables that contribute to the satisfaction of direct (student) and indirect customer (parents) of private educational institutions, at initial, kindergarten, elementary school, middle school, high school, college and job training levels. The Delphi method was used for the design and validation of the instrument, which was made up of 22 items in semantic differential scale with values of 1 to 7 and six dimensions: infrastructure, teaching staff, administrative service, environment, results and satisfaction. For determining the sample size a stratified random sampling was applied with allocation proportional to the size of the stratum (levels and schools), the sample was 83 schools located in the city of Xalapa-Enríquez, México and 354 users. With a structural equations model it was found that, with the exception of infrastructure, the remaining four dimensions showed a positive influence on satisfaction, this is, a satisfaction model was found in which was distinguished the contribution of the dimensions and the variables measured within each dimension, on the customer satisfaction.

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