Students's satisfaction on MBA program's quality: A comparison between Vietnamese and english programs
Abstract
The area of consumer satisfaction has received consideration during the past few years, both in academic and practice area in different fields of business. Many
researches have been conducted to answer for the questions such as: what is the most accurate definitions of consumer satisfaction; are there any models generalizations
when investigating consumer satisfaction; what the management implications would
be for those researches.
In our modern civilization, when education develops along with the beat of economy, education is considered as a field of business as well where customers are students
who pay to get their service and have certain expectations from the service quality. Thus, it is fair enough to ever conduct a survey that investigates the level of student satisfaction on a particular education sector such as MBA programs, where English and Vietnamese programs are in the competition of education market.
There are many antecedent factors affecting consumer satisfaction, 5 service quality dimensions of SERVQUAL model were discovered to be among the most important satisfaction drivers. In order to indentify the determinants and understand their
derived importance, this study was implemented. The research successfully explored the significant relationship between Tangibles, Responsiveness, Reliability,
Empathy, Assurance with Student satisfaction. Also, these independent factors were also discovered that they do not equally affect on student satisfaction. The study also successfully compared the level of student satisfaction on both English and
Vietnamese programs.