ZADOVOLJSTVO KORISNIKA USLUGAMA U SEKTORU VISOKOG OBRAZOVANJA : Diplomski rad

Zadovoljstvo kupaca jedno je od najvažnijih mjerila u marketingu, te tvrtke smatraju zadovoljstvo kupaca jednim od ključnih poslovnih ciljeva za ocjenu učinkovitosti njihovog poslovanja. No zadovoljstvo korisnika uslugama je bitno drugačije od zadovoljstva proizvodima, zbog specifičnosti koje usluge imaju naspram proizvoda. U specifičnoj usluzi koja se istražuje u ovom diplomskom radu, a to je usluga visokog obrazovanja, studenti obavljaju veliki dio posla u koprodukciji ishoda, odnosno njihovog obrazovanja. Uz to, studenti su i korisnici i proizvodi obrazovne usluge. Iz istog razloga mjerenje zadovoljstva u visokom obrazovanju je ponešto drugačije od mjerenja zadovoljstva u drugim industrijama. S ciljem identifikacije dimenzija koji najviše utječu na zadovoljstvo korisnika, te s obzirom na navedene specifičnosti usluga autor modificira model koji se u radu koristi (oblikovan po uzoru na dimenzije SERVQUAL i SERVPERF modela). Uz navedena 2 modela koristi se i ACSI model, koji uzima u obzir želje i očekivanja korisnika usluga. U radu se dokazuje prikladnost odrabranih modela za potrebe istraživanja zadovoljstva kvalitete usluge visokog obrazovanja. Rezultati istraživanja pokazuju da dimenzije opipljivosti, pouzdanosti, susretljivosti, sigurnosti i orijentiranosti na klijenta imaju pozitivan utjecaj na zadovoljstvo studenata uslugom obrazovanja.Customer satisfaction is one of the most important measures in marketing, and companies consider customer satisfaction as one of the key business goals for assessing the effectiveness of their business. But customer satisfaction with services is significantly different from product satisfaction, due to the key differences that services have compared to products. In the specific service that is researched in this paper, which is in higher education, students perform a large part of the work in the co-production of service outcome, which in this particular case is their own education. Furthermore, students are both users and products of educational services. Beacause of this, measuring satisfaction in higher education is somewhat different from measuring satisfaction in other industries. In order to identify the dimensions that have the biggest impact on customer satisfaction, and given the key differences of services, the author modifies the model used in the work (modeled to replicate the dimensions of SERVQUAL and SERVPERF models). In addition to these 2 models, ACSI model is also used because this model, takes in consideration the wishes and expectations of service users. The paper proves the suitability of selected models for researching satisfaction with the quality of higher education services. The results of the research also show that the dimensions of tangibility, reliability, responsiveness, assurance and empathy have a positive impact on student satisfaction with the education service