Student Satisfaction as a Performance Indicator of Higher Education Institution

  • Prof. Dr. Aleksandra Nastasić College of Professional Studies-Belgrade Polytechnic, Katarine Ambrozić 3, Belgrade, Serbia
  • Prof. Dr. Koviljka Banjević College of Professional Studies-Belgrade Polytechnic, Katarine Ambrozić 3, Belgrade, Serbia
  • Lect. Dr. Dragana Gardašević College of Professional Studies-Belgrade Polytechnic, Katarine Ambrozić 3, Belgrade, Serbia
Keywords: performance indicators, student satisfaction, educational process, non-teaching support, higher education


Modern performance measurement systems include customer satisfaction as an important performance indicator. From the standpoint of the Higher Education Institution (hereinafter HEI) in Serbia, key performance indicators are quality indicators used to assess the current situation; to identify service failures and to take on service recovery; to improve total quality of the institution and to determine the future development of the institution. In increasingly competitive and dynamic educational environment, the management of a HEI is aware of the importance of student satisfaction in the context of student motivation and retention, recommendations to potential freshmen, recruiting efforts and funding, as well as performance management. There are numerous direct and indirect indicators of student satisfaction. The main objective of this paper is to identify the parameters of educational process and non-teaching support that have the greatest impact on student satisfaction. Data analysis, conducted in this paper, provide information on the degree of student satisfaction and possible improvements in this area. This study uses standard and hierarchical regression to examine possible causes of student satisfaction. It is based on answers of 1541 students of the College of Professional Studies – Belgrade Polytechnic, collected during a four-year research.


Aldridge, S. and Rowley, J. (1998). Measuring customer satisfaction in higher education. Quality Assurance in Education, 6(4), pp. 197–204.

Аthiyaman, A. (1997). Linking Student Satisfaction and Service Quality Perceptions: The Case of University Education. European Journal of Marketing, 31(7), pp. 528-540.

Banjević, K., Marković, S.and Gardašević, D. (2013). Zadovoljstvo zaposlenih u funkciji zadovoljstva korisnika: studija slučaja visokoškolske ustanove. Zbornik radova II naučno-stručnog skupa Politehnika – 2013, Beograd: VŠSS Beogradska Politehnika, pp. 133-139.

Banjević, K., Nastasić, A. and Dzeletović, S. (2014). Unapređenje kvaliteta u funkciji zadovoljstva korisnika: Studija slučaja visokoškolske ustanove. Zbornik radova 15. Međunarodnog simpozijuma o kvaliteti: Kvaliteta, rast i razvoj. Zagreb: Hrvatsko udruženje menadžera kvalitete, pp. 327-337.

Bean, P. J. and Bradley, K. R. (1986). Untangling the Satisfaction-Performance Relationship for College Students. The Journal of Higher Education, 57(4), pp. 393-412.

Chahal, H. and Devi, P. (2013). Identifying satisfied/dissatisfied service encounters in higher education. Quality Assurance in Education, 21(2), pp. 211-222.

Coates, H. (2010). Defining and monitoring academic standards in Australian higher education. Higher Education Management and Policy, 22(1), pp. 1-17.

Elliott, K. M. and Healy, M. A. (2001). Key Factors Influencing Student Satisfaction Related to Recruitment and Retention. Journal of Marketing for Higher Education, 10(4), pp. 1-11.

Elliott, K. M. and Shin, D. (2002). Student Satisfaction: An Alternative Approach to Assessing This Important Concept. Journal of Higher Education Policy & Management, 24(2), pp. 197-209.

Guolla, M. (1999). Assessing the Teaching Quality to Student Satisfaction Relationship: Applied Customer Satisfaction Research in the Classroom. Journal of Marketing Theory and Practice, 7(3), pp. 87-98.

Gursoy, D. and Umbrei, W. T. (2005). Exploring Students' Evaluations of Teaching Effectiveness: What Factors are Important? Journal of Hospitality & Tourism Research, 29(1), pp. 91-109.

Hartman, D. E. and Schmidt, S. L. (1995). Understanding Student/Alumni Satisfaction from a Consumer's Perspective: The Effects of Institutional Performance and Program Outcomes. Research in Higher Education, 36(2), pp. 197-217.

Harvey, L. (1995). Student Satisfaction. The New Review of Academic Librarianship, 1, pp. 161-173.

Helgesen, Ø. and Nesset, E. (2007). Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College. Corporate Reputation Review, 10, pp. 38–59. doi: 10.1057/palgrave.crr.1550037

Hill, F.M. (1995). Managing Service Quality in Higher Education: The Role of the Student as Primary Consumer. Quality Assurance in Education, 3(3), pp. 10-21.

James, R., Baldwin, G. and McInnis, C. (1999). Which University? The Factors Influencing the Choices of Prospective Undergraduates. Melbourne: University of Melbourne, Centre for the Study of Higher Education.

Jiang, J. J., Klein, G. and Carr, C. L. (2002). Measuring information system service quality: Servqual from the other side. Mis Quarterly, 26(2), pp. 145-166.

Johnson, R. A. and Wichern, D. W. (1998). Applied multivariate statistical analysis (5th ed.). Upper Saddle River, New York: Prentice Hall: xvi, pp. 816.

Joseph, M. and Joseph, B. (1997). Service Quality in Education: A Student Perspective, Quality in Assurance in Education, 5(1), pp. 15-21.

Kanji, G. K. (1998). Measurement of business excellence. Total Quality Management, 9(7), pp. 633-643.

Kaplan, R. S. and Norton, D. P. (1996). The Balanced Scorecard: Translating Strategy into Action. Boston, MA: Harvard Business School Press.

Kotler, P. and Fox, H. P. (1995). Strategic marketing for educational institutions (2nd Edition). Englewood Cliffs: Prentice Hall.

Kwan, P. Y. K. and Ng, P. W. K. (1999). Quality Indicators in Higher Education – Comparing Hong Kong and China's Students. Managerial Auditing Journal, 14(1), pp. 20-27.

Leblanc, G. and Nguyen, N. (1997). Searching for Excellence in Business Education: An Exploratory Study of Customer Impressions of Service Quality. International Journal of Educational Management, 11(2), pp. 72-79.

Maksimović, R. (2012). Performanse visokoškolske ustanove - osnova za rangiranje.18. Skup trendovi razvoja “Internacionalizacija Univerziteta” (Rad br. A2.2-1, 1-6). Kopaonik.

Marzo-Navarro, М., Iglesias, М. P. and Torres, P. R. (2005a). Measuring Customer Satisfaction in Summer Courses. Quality Assurance in Education, 13(1), pp. 53-65.

Marzo-Navarro, М., Iglesias, М. P. and Torres, P. R. (2005b). A New Management Element for Universities: Satisfaction with the Offered Courses. International Journal of Educational Management,19(6), pp. 505-526.

Mashau, S., Steyn, E., Van der Walt, J. and Wolhuter, C. (2008). Support services perceived necessary for learner relationships by Limpopo educators. South African Journal of Education, 28, pp. 415-430.

Nastasić, A., Banjević, K. and Dzeletović, S. (2011). Uspostavljanje sistema menadžmenta kvalitetom u funkciji ispunjavanja zahteva za akreditaciju visokoškolskih ustanova. Zbornik radova I naučno-stručnog skupa, Politehnika 2011. Beograd: VŠSS Beogradska Politehnika, pp. 163-170.

Nunnaly, J. (1978). Psychometric theory. New York: McGraw-Hill.

Spasojević Brkić, V. K., Milanović, D. D., Knežević, S. M., Lazić, D.S. and Milanović, T. S. (2012). Sistem menadžmenta kvalitetom i poslovne performanse, Beograd: Mašinski fakultet.

Striteska, M. and Spickova, M. (2012). Review and Comparison of Performance Measurement Systems. Journal of Organizational Management Studies, 2012, pp. 1-12.

Tabachnick, B. G. and Fidell, L. S. (2007). Using multivariate statistics (5th Edition). Boston, M: Allyn & Bacon/Pearson Education.

Telford, R. and Masson, R. (2005). The Congruence of Quality Values in Higher Education. Quality Assurance in Education, 13(2), pp. 107-119.

Toland, M. D. and De Ayala, R. J. (2005). A Multilevel Factor Analysis of Students' Evaluations of Teaching. Educational and Psychological Measurement, 65, pp. 272-296.

How to Cite
Nastasić, A., Banjević, K. and Gardašević, D. (2019) “Student Satisfaction as a Performance Indicator of Higher Education Institution”, Mednarodno inovativno poslovanje = Journal of Innovative Business and Management, 11(2), pp. 67-76. doi: 10.32015/JIBM/2019-11-2-8.
Original article