Students as customers' satisfaction, predictive retention with marketing implications: The case of Malaysian higher education business students
Purpose The purpose of this paper is to investigate two areas of interest: first, to determine business student customer satisfiers that could be contributors to students' current and predicted retention in a higher educational institution (HEI) and second, to use these satisfiers to inform HEI marketing planning. Design/methodology/approach The survey used 10 per cent of the sampling frame from the faculty total business students population. Descriptive statistics and correlation were employed to describe and measure the relationship between the teaching and non teaching antecedents of student satisfaction and their five constructs (academic experience, teaching quality, campus life, facilities and placement support) and current and intended retention. Standard multiple regressions were run to measure the b and significant values of the composite variables as stated. Findings Quantitative results revealed that students were most satisfied with academic experience and it was also the most dominant p.