ABSTRACT. Increasingly, higher education institutions are realizing that higher education could be regarded as a business-like service industry and they are beginning to focus more on meeting or even exceeding the needs of their students. Recent research findings suggest that the factors that create student satisfaction with teaching ("teaching satisfiers") may be qualitatively differently from the factors that create dissatisfaction with teaching. Thus, this research uses the Kano Methodology to reveal the characteristics of professors that students take for granted ("Must-be factors") and that have the potential to delight them ("Excitement factors"). Kano questionnaires containing nineteen attributes of effective professors taken from previous studies and focus group discussions were handed out in two marketing courses to 63 postgraduate students enrolled in a service marketing course. The Kano results corroborate previous US findings that revealed the importance of personality in general and support studies that stress the importance of professors creating rapport with their students in particular.Keywords: Student Satisfaction, Educational Services, Quality Attributes, Effective Professors, Kano Methodology
CHARACTERISTICS OF EFFECTIVE PROFESSORS
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INTRODUCTION AND BACKGROUNDIncreasingly, higher education institutions are realizing that higher education could be regarded as a business-like service industry and they are beginning to focus more on meeting or even exceeding the needs of their students. Watson (2003) and Narasimhan (2001) for example maintain that fee-paying students expect "value for money" and behave more like customers. As students are increasingly seen as customers of higher education services (e.g. Arambewela et al., 2005;Maringe, 2005), their satisfaction should be important to institutions that want to retain existing and recruit new students (Helgesen & Nesset, 2007). Study results indicate that the recruitment of students is several times more expensive than their retention (Joseph et al., 2005).Universities should therefore try to monitor students' levels of satisfaction and decrease sources of dissatisfaction if possible in order to retain students (Douglas et al., 2008). Similarly, Appleton- Knapp & Krentler (2006) suggest that students' satisfaction with their educational experience should be a desired outcome, in addition to learning and knowing what attributes of professors are desired by students, may improve the overall education process (Faranda & Clarke, 2004).Given the need for more research on classroom service encounters , this research study is exploratory in nature. This paper explores how students perceive the attributes of professors and how satisfied they are with them. In particular, the research examines which attributes of professors are likely to cause satisfaction and which dimensions predominately lead to dissatisfaction. Knowing what students regard as satisfactory and dissatisfactory attributes helps professors improve the classroom experience either by improv...