Guaranteeing Student Satisfaction: An Exercise in Treating Students as Customers

Service guarantees, formal promises made to customers about the service they will receive, are rarely offered in university classes. In this article, the authors report on their experience in guaranteeing the satisfaction of undergraduate students with the instructor’s performance. The rationale for...

Full description

Saved in:
Bibliographic Details
Published in:Journal of marketing education 1999-08, Vol.21 (2), p.118-130
Main Authors: McCollough, Michael A., Gremler, Dwayne D.
Format: Article
Language:English
Subjects:
Focus groups
Marketing
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Service guarantees, formal promises made to customers about the service they will receive, are rarely offered in university classes. In this article, the authors report on their experience in guaranteeing the satisfaction of undergraduate students with the instructor’s performance. The rationale for, success of, and lessons learned from this pedagogical exercise are reviewed. In addition, detailed feedback from students gained through focus group interviews and a written student assignment regarding the guarantee is examined. General advice related to the guarantee is offered for instructors interested in guaranteeing their own performance.
ISSN:0273-4753
1552-6550
DOI:10.1177/0273475399212005