Proposal for an Instrument to Measure Satisfaction and Perception of the Quality of Educational Services in Higher Education Institutions
DOI:
https://doi.org/10.5281/zenodo.7130151Keywords:
Services Marketing Mix, Service Expectations, Service Perceptions, Quality in the Service, Dimensions of Service QualityAbstract
From the point of view of marketing, a product is a tangible good (physical) or intangible (service), which has a set of attributes that serve to differentiate it from its competition. When a customer decides to purchase a product, in the specific case of a service, the evaluation which makes this to measure your degree of satisfaction or dissatisfaction is complex, since this should be done at the time of consumption. The result of evaluating whether a client was satisfied or dissatisfied, is based on two moments; one prior to its consumption and the second during their consumption; these moments correspond the expectations that were on the service and to the perception of it. The IESP are not exempted from surveys that identify them as they are evaluated the educational services offered to its students.
Metrics
References
Fischer Laura y Espejo Jorge. (2002). Mercadotecnia. 3a. Edición México: Editorial Mc Graw Hill.
Kotler Philip. (2001). Dirección de Marketing. Edición Milenio México: Editorial Pearson Prentice Hall.
Kotler Philiph y Armstrong Gary. (2001). Marketing Edición adaptada a Latinoamérica. 8a.Edición México: Editorial Pearson Prentice Hall.
Lamb Jr. Charles W., Hair Jr. Joseph F. y Mc Daniel Carl. (1998). Marketing. 4a. Edición México: International Thomson Editores.
Stanton William J., Etzel J. Michael y Walker Bruce J. (2004 Fundamentos de Marketing. 13a. Edición México: Editorial Mc Graw Hill.
Zeithaml Valerie A. y Bitner Mary Jo. (2002) Marketing de Servicios Un enfoque de integración del cliente a la empresa. 2a. Edición México: Editorial Mc Graw Hill.
Zikmund William y D ́Amico Michael. (1998) Mercadotecnia Marketing Universitario. 3a. Reimpresión México:Editorial CECSA.
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This journal adheres to the Creative Commons license in the definition of its policy of open access and reuse of published material, in the following terms:
- Accessibility to articles and other publications in whole or in part under the concept of copying, distribution, public communication , interactive access (through the Internet or other means), explicitly maintaining the recognition of the author or authors and the journal itself (authorship acknowledgment).
- Warning that if the articles are remixed, modified or fragments used in other creations, the modified material cannot be distributed, nor is it allowed to reconstruct versions from the original published articles (derived works).
- The use of the contents of the published articles, in whole or in part, for profit (non-commercial recognition) is prohibited.
The author retains copyright, transfers or grants exclusive commercial rights to the publisher, and a non-commercial license is used.
