Quality Assessment of College Admissions Processes

Caroline Fisher, Elizabeth Weymann and Amy Todd

Journal of Marketing for Higher Education, 1999, vol. 9, issue 4, 81-94

Abstract: In today's competitive environment colleges and universities must correct any practice or process which could prompt a desirable prospective student to select an alternative institution. Through quality improvement techniques, including customer surveys, benchmarking and gap analysis, this study revealed that student dissatisfaction with the admissions process may be a factor influencing declining enrollment, even in a highly regarded academic program. Students who experience a long waiting period and/or minimal contact during that waiting time may be prompted to seek or accept alternative college options. Cycle time and number of student contacts were identified as critical success factors (CSF) in the continuous improvement of college admissions procedures.

Date: 1999
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DOI: 10.1300/J050v09n04_06

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