Key Factors Influencing Student Satisfaction Related to Recruitment and Retention

Kevin M. Elliott and Margaret A. Healy

Journal of Marketing for Higher Education, 2000, vol. 10, issue 4, 1-11

Abstract: In order to attract and retain students, universities must identify and meet student expectations. This article examines which aspects of a student's educational experience are more important in influencing student satisfaction. The findings show that “student centered-ness,” “campus climate,” and “instructional effectiveness,” have a strong impact on how satisfied a student is with his/her overall educational experience. The results also suggest that recruitment strategies may require emphasizing different aspects of a student's educational experience than retentio strategies.

Date: 2000
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DOI: 10.1300/J050v10n04_01

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