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Customer experience management in UK higher education

Extracts from this document...

Introduction

[Customer Experience Management in UK Higher Education] By [Author's Name] [Faculty Name] [Department or School Name] [Month Year] Acknowledgement I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible. DECLARATION I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University. Signed __________________ Date _________________ LITERATURE REVIEW This chapter discusses the use of Customer Experience Management (CEM) and the use of Customer Relationship Management (CRM) in the context of Higher Education Institution (HEI) in the United Kingdom. It provides the information on the objectives defined for this thesis and its relevance. In this chapter, a review was made on the theoretical concepts of quality, service quality, satisfaction and loyalty. And also, we presented the quality management systems, the national quality awards, models of national index of customer satisfaction. (Argyris 2002 78) (Athiyaman 2007 528) Quality is defined by several authors following different approaches, however, there is a common thread to these definitions, and it is the customer. Some make this relationship directly and others indirectly. Both product quality and service quality should be taken into account by firms due to which they complement each other for better performance of the company to the customer. Customer satisfaction is not a new topic, but previous studies were focused on measuring it as a numeric value. However, at present, studies try to understand what factors influence satisfaction. (Bell 2003 47) The topic of customer loyalty first emerged as evaluating the repetition and frequency of customer purchases; however, with the emergence of the psychological approach, loyalty tends to be regarded as being more than just a buyback to be an attitude the client to a particular brand. ...read more.

Middle

According to the authors, among these models can not fail to be mentioned the class of the national indices of satisfaction, which has an important advantage over the others, being an excellent platform for benchmarking between businesses, industries, economic sectors and countries. Such models are evolving and being adapted and improved over time. (Dahlgaard 2008 44) Swedish Model The first customer satisfaction index that integrates the quality of goods and services provided, calculated at company level, industry and the whole country appears in 1989 in Sweden and is known as the SCSB - Swedish Customer Satisfaction Barometer and taking Claes Fornell as its main driving force. (Coate 2003 303) For Spencer, the barometer Swede was designed with the purpose of developing the following information: comparisons between industries, comparisons between companies, comparisons over time, predictions regarding the performance and responses to specific questions such as: the importance of various industries for consumer satisfaction, the effects of quality and price, the impact of consumer expectations, consumer complaints and the effects of word-of-mouth. (Cowles 2003 302) The Swedish model of barometer considered as primary antecedents satisfaction, the performance perceived by the customer with the product or service and the expectation of performance. The resulting satisfactions are customer behaviour and loyalty that can be manifested by repurchase or customer retention. (Clayton 2005 593) American Model In 1991, the American Society for Quality Control (ASQC) commissioned the consultancy firm NERA (National Economic Research Associates) to review and recommend the best methodology to develop the U.S. index of customer satisfaction. The company NERA reviewed the methodologies used by businesses and industries in the United States, has calculated rates of customer satisfaction. After the examination, the NERA recommended methodology adapted to calculate rates in the SCSI, or in the case of businesses, and public services, whether for purposes of the national index. Was thus in 1994, the ACSI - American Customer Satisfaction, whose methodology is presented in Fornell et al. ...read more.

Conclusion

30-2. Cuthbert, P.F. (2006), "Managing service quality in HE: is SERVQUAL the answer? Part 1", Managing Service Quality, Vol. 6 No. 2, pp. 11-16. Dahlgaard, J.J., Kristensen, K. & Kanji, G.K. (2008) Fundamentals of Total Quality Management (London, Chapman & Hall). Pp. 44-47. Daniel, D.R. (2001) Management information crisis, Harvard Business Review, 39, pp. 111-121. De Wit B. & Meyer R. (2005), Strategy synthesis: Resolving strategy paradoxes to create competitive advantage (2nd ed.), Thomson Learning, London. Pp. 22-28. Decosmo, R.D., Parker, J.S. & Heverly, M.A. (2001) Total quality management goes to Community College. In: L.A. Sherr & D.J. Teeter (Eds) Total Quality Management in Higher Education, New Directions for Institutional Research (San Francisco, Josse-Bass). Pp. 87-89. Dervisiotis, K.N. (2005) The objective matrix as a facilitating framework for quality assessment and improvement in education, Total Quality Management, 6, pp. 563-570. Doherty, G.D. (2003) Towards total quality management in higher education: a case study of the University of Wolverhampton, Higher Education, 25, pp. 321-339. Doherty, G.D. (2004) The concern for quality. In: G.D. Doherty (Ed.) Developing Quality Systems in Education (London, Routledge). Dooris M.J, Kelley J.M., & Trainer J.F. (2002)., Strategic planning in higher education, New Directions for Higher Education 116, pp. 5-11. Doskatsch (2003), Perceptions and perplexities of the faculty-librarian partnership: An Australian perspective, Reference Services Review 31, pp. 111-121 Douglas, J., Douglas, A. and Barnes, B. (2006), "Measuring student satisfaction at a UK university", Quality Assurance in Education, Vol. 14 No. 3, pp. 251-67. Doyle & Lynch (2009), A strategic model for university planning, Journal of the Operational Research Society 30, pp. 603-609. Drucker, P.F. (2009), Practice of Management, Butterworth Heinemann, Oxford. Pp. 47-49. Eisenberg, Lowe, & Spitzer (2004), Information literacy: Essential skills for the information age (2nd ed.), Libraries Unlimited, Westport, CT. Pp. 11-19. Elliott, K.M. and Shin, D. (2002), "Student satisfaction; an alternative approach to assessing this important concept", Journal of Higher Education Policy and Management, Vol. 24, pp. 200-209. Emiliani, M.L. (2006), "Improving management education", Quality Assurance in Education, Vol. 14 No. 4, pp. 363-84. Entwistle, N. and Tait, H. ...read more.

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