Student Satisfaction in Jose Rizal University

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Introduction

Students’ opinions about all aspects of academic life are now sought by educational institutions worldwide, generally, in the form of a satisfaction feedback questionnaire.
It is this student satisfaction survey, within the context of student satisfaction in JRU Jose Rizal University. In the Philippines, Higher Education (HE) students were considered to be the “primary customers” of a University ,even before they were liable for the payment of “up-front” tuition fees. Students are the direct recipients of the service provided. As if to confirm this status of the “student as customer”, the Commision on Higher Education (CHED) has introduced a National Student Survey. This survey is aimed at first year students to seek
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Why collect student feedback?

(1) to provide auditable evidence that students have had the opportunity to pass comment on their courses and that such information is used to bring about improvements; (2) to encourage student reflection on their learning;
(3) to allow institutions to benchmark and to provide indicators that will contribute to the reputation of the university in the marketplace; and
(4) to provide students with an opportunity to express their level of satisfaction with their academic experience.
The last bullet point as the rationale behind the survey undertaken for the particular research project described in this paper.
Keeping customers satisfied is what leads to customer loyalty. Research conducted by Jones and Sasser Jr (1995) into thirty organisations from five different markets found that where customers have choices the link between satisfaction and loyalty is linear; as satisfaction rises, so too does loyalty. However, in markets where competition was intense they found a difference between the loyalty of satisfied and completely satisfied customers. Put simply, if satisfaction is ranked on a 1-5 scale from completely dissatisfied to completely satisfied, the 4’s – though satisfied – were six times more likely to defect than the 5’s.
Customer loyalty manifests itself in many forms of customer behavior. Jones and
Sasser Jr (1995) grouped ways of measuring loyalty into three
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