Assessing Customer Satisfaction with a Master of Business Administration Program: Implications for Resource Allocation

Gregory S. Martin and Jeffrey K. Bray

Journal of Marketing for Higher Education, 1997, vol. 8, issue 2, 15-28

Abstract: Many universities are faced with demands to upgrade MBA programs at the same time that available resources to do so are declining. The authors argue that information provided through assessments of customer (i.e., student) satisfaction with current program features should play an important role in resource allocation decisions. An exploratory study of primarily non-traditional MBA students was conducted to investigate the influence of satisfaction with a program's core academic curriculum and program infrastructure on overall program satisfaction and likelihood of recommending the program to a prospective student. For the sample studied, the authors find that program infrastructure is a more important predictor, and that the influence of core curriculum is moderated by student GPA. Results are discussed and implications for MBA program quality enhancement efforts are offered.

Date: 1997
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DOI: 10.1300/J050v08n02_02

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