ASB Summer University 2006

Inhaltsangabe:Abstract: The aim of the research presented here is to assess student satisfaction at the Aarhus School of Business (ASB) for the Summer University that was first introduced in July 2006. The European Performance Satisfaction Index (EPSI) was adapted to incorporate student satisfaction in order to reach this aim, and was used as the main approach in our thesis. The necessary data was gathered from online surveys we derived from the students. Two studies complemented this model. On the one hand, structured interviews were conducted with all relevant lecturers and on the other hand, a survey was conducted in two waves with Summer University participants. In the first wave, the studentsż initial expectations were measured and in the second wave it was the degree of fulfilment for these expectations that were measured. Results from the EPSI model indicated that participants of the Summer University were satisfied overall with the program and will remain loyal. Surprisingly however, the variable image showed no direct impact on perceived value, satisfaction, and loyalty. The results from the interviews showed that lecturers were well chosen, but not adequately prepared for the program. In addition, the survey results indicated that expectations were to some degree fulfilled, but certain attributes of lecture quality experienced a negative disconfirmation of expectations. Furthermore, the direct comparison of data from the lecturers and the students suggested problems with the information flow between ASB, the lecturers, and the students. From these findings it can be concluded that overall, the Summer University was a success in the introduction of a new study program; however, there are some areas that need to be improved. Thus, our suggestions include new positioning and better marketing for next year, concrete improvement of quality attributes and information flow, and a strategy for sustainability and expansion of the Summer University. Our work successfully presents student satisfaction with a threefold approach, not used hitherto. Combining all three approaches in one dissertation and establishing linkages and interrelations between them, provides an extensive insight towards student satisfaction. Considering ASB Summer University took place for the first time in 2006, the insights we provide and the recommendations we are able to give, will influence the further organisational and managerial development of the program. When deciding on the topic of our thesis, we concentrated on two issues. Firstly, it had to be both practically oriented and supported by important theories learned in our study program. Secondly, it needed to be beneficial and meaningful to a third party. Thus, we were very delighted, when we received the opportunity to evaluate the performance of the Summer University for the Aarhus School of Business. We would like to thank both the ASB management and all people involved, who helped us with this project. This includes Peder Řstergaard and Frank Pedersen for giving us the opportunity to investigate, and Steen Weisner and Dorte Fřns Sřrensen for their personal support. Our special gratitude and acknowledgement goes to our supervisor Joachim Scholderer, for his untiring support and encouragement. His professional guidance and patience, combined with the high demands he sets on a master thesis helped us to produce a master thesis we can be proud of. Inhaltsverzeichnis:Table of Contents: EXECUTIVE SUMMARYI PREFACEII TABLE OF CONTENTSIII LIST OF FIGURESV LIST OF TABLESVI ABBREVIATIONSVII 1.INTRODUCTION1 1.1Background2 1.2Objectives2 1.3Limitations3 1.4Overview4 2.STRATEGIC CONTEXT6 2.1Historical background6 2.2Strategy 2006 ż 20096 2.3TQM experiences8 2.4Summer University 200611 3.THEORETICAL FRAMEWORK14 3.1Total Quality Manageme...