Published Online:February 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM040225
DOI:10.71329/IUPJMM/2025.24.1.77-89
Author Name:P Venkateswarlu, Sanjeev Malaviya and Srikanth Pothuri
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:77-89
The objective of the study is to measure students’ satisfaction in private institutions using Customer Satisfaction Score (CSAT) Model, identify the differentiating factors, and assess the geodemographic variations in CSAT scores. Non-probabilistic technique was used to collect data on variables, which included student satisfaction, institution’s reputation, placements, financial issues; marketing, location, faculty and non-teaching staff support, academic delivery and infrastructure. The data collected, through a structured questionnaire, was analyzed by calculating a Detailed CSAT Score percentage for positive responses out of the total responses. A Composite CSAT score percentage was also calculated for the sum of responses using CSAT score formula. The results indicate a higher CSAT score for PG programs (83.5) in comparison to UG programs (64). There is no difference in overall satisfaction scores gender-wise (81 for both males and females). The students who have completed the programs have a better satisfaction score (82.4) than the students still pursuing the program (68). Rural area students’ satisfaction scores are found to be slightly better (82) as compared to the urban area students (80.5), although statistical significance has not been observed.
The cutthroat competitive environment has made it a key goal of many universities and colleges, regardless of their physical location, to ensure that the highest possible level of student satisfaction is consistently achieved. An important quality indicator for educational institutions is student satisfaction.