A scale for measuring student perceptions of quality: An Australian Asian perspective

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Gatfield, Terence John
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2000
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Abstract

Australia is rapidly moving into the globally competitive higher education market. As a consequence the issue of consumer satisfaction and quality is emerging as an area of interest. This paper focuses on the issue of student understandings of quality by developing a consumer derived scale which identifies the quality variables related to student perceptions with the university experience. The scale was derived from focus groups, in-depth interviews and through an examination of the literature. The scale was tested and refined on a cohort of 351 Australian and Singaporean/Hong Kong students studying business subjects at an Australian University. The refined scale comprised 25 quality variables which factored into four orthogonal components. The mean values of the variables and factors were examined to make inferences about how educational marketing practitioners can be assisted.

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Journal of Marketing for Higher Education
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10
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1
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© 2000 Haworth Press. Please refer to the journal link for access to the definitive, published version.
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Specialist Studies in Education
Marketing
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