ASSESSING THE UNIVERSITY SYSTEM QUALITY PERCEPTION THROUGH STRATEGIC MAPS: AN EXPERIENCE AT THE UNIVERSITY OF SEVILLE

A. Leal-Rodriguez1, J. Ortega-Gutierrez2, I. Cepeda-Carrion2, G. Cepeda-Carrion2

1Universidad Loyola Andalucia (SPAIN)
2Universidad de Sevilla (SPAIN)
The evaluation, accreditation and certification of quality is an issue that has been concerning universities for a long time. Within our framework, quality is focused toward everything that contributes to enhance customers’ (ie, university students) satisfaction. Therefore we have carried out a pilot experience with students of the Faculties of Management and Communication (University of Seville).

This work aims:
(i) to identify the main characteristics that define the students’ satisfaction, and hence, recognize which are their perceptual maps about the quality of the university system;
(ii) to identify how the students prioritize the characteristics of the university service;
(iii) to assess and measure the extent to which the students are currently satisfied with regard to each of the identified characteristics, and
(iv) to configure strategic matrixes shaped by combinations of relevance and satisfaction with each characteristic, in order to enable the establishment of priorities in the university’s further performance.

This work comes in turn to support that objective and psychological –or perceived– participation are narrowly linked.