Oliver Muhlich

ASB Summer University 2006: Assessment of student satisfaction with a threefold approach Oliver Muhlich

MA-Thesis / Master, die am 03.11.2006 erfolgreich an einer Universität in Dänemark im Fachbereich Aarhus Business School eingereicht wurde. Abstract: The aim of the research presented here is to assess student satisfaction at the Aarhus School of Business (ASB) for the Summer University that was first introduced in July 2006. The European Performance Satisfaction Index (EPSI) was adapted to incorporate student satisfaction in order to reach this aim, and was used as the main approach in our thesis. The necessary data was gathered from online surveys we derived from the students. Two studies complemented this model. On the one hand, structured interviews were conducted with all relevant lecturers and on the other hand, a survey was conducted in two waves with Summer University participants. In the first wave, the students' initial expectations were measured and in the second wave it was the degree of fulfilment for these expectations that were measured. Results from the EPSI model indicated that participants of the Summer University were satisfied overall with the program and will remain loyal. Surprisingly however, the variable image showed no direct impact on perceived value, satisfaction, and loyalty. The results from the interviews showed that lecturers were well chosen, but not adequately prepared for the program. In addition, the survey results indicated that expectations were to some degree fulfilled, but certain attributes of lecture quality experienced a negative disconfirmation of expectations. Furthermore, the direct comparison of data from the lecturers and the students suggested problems with the information flow between ASB, the lecturers, and the students. From these findings it can be concluded that overall, the Summer University was a success in the introduction of a new study program; however, there are some areas that need to be improved. Thus, our suggestions include new positioning and better marketing for next year, concrete improvem...