Student behaviour and student satisfaction - a marketing approach

Abstract

More and more studies are concerned about the younger generation and their role in the society. The increasing interest about their future and perspectives started to shape the economical and social environment. The educational sector is in the middle of these changes. Having to deal with more demands from students, their parents, the lawmakers and other interested parts the universities are facing strong market forces. Educational marketing, as a branch of social marketing, is able to provide tools and strategies capable to address universities’ needs. This article aims to use the customer behaviour and customer satisfaction literature to further develop the understanding of student behaviour and student satisfaction. In order to achieve this goal a theoretical background and a survey among two universities from Czech Republic and Romania is provided.