Research of the priority of consumers’ needs by the method of “Kano Model”
Journal Title: Науковий вісник Полтавського університету економіки і торгівлі. Серія "Економічні науки" - Year 2017, Vol 2, Issue 80
Abstract
Annotation. The purpose of the article is to identify the most important characteristics for consumers of educational services provided by higher education institutions (HEIs). Article investigates consumers’ needs of educational product in order to improve its quality and proposals of Universities in the educational market. Methodology of research. Problem solving was carried out by general and specific methods of investigation, analysis and synthesis, generalization and systematization, sociological and statistical analysis, “Kano Model”. Findings. A study of students’ opinion about their perception of the quality of services of higher education has been provided. A number of types of emotional response to certain educational product characteristics have been received, which together determine the quality of the latter. Practical value. The article substantiates, which educational product characteristics need to be paid attention by university staff to improve customer satisfaction (students), customer loyalty and the university image. Basic scientific provisions of the article can be used in practice of universities.
Authors and Affiliations
I. Chajka
Keywords
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