Abstract:

In recent years, due to the implementation of the Bologna Plan in the European higher education institutions, students have taken a more prominent position in the development of university teaching and learning processes. In this sense, the use of innovative tools becomes a great ally for teachers as they enable new and more attractive content. In this sense, the literature links consumer satisfaction towards university teaching with the implementation of information and communication technologies (ICT) used by teachers in their academic classes. For this reason, the main objective of this work is to identify how ICT perceptions influence at a greater or lesser extent student satisfaction towards the university teaching delivered and to identify the resulting segments according to these variables. Thus, through a CHAID algorithm and on a sample of 176 students of the Degrees in Business Administration (BA) and Business Intelligence Analytics (BIA), both offered by the Faculty of Economics of the Universitat de València, two segments of students are obtained, differing significantly in their level of satisfaction and in their perception of ICT-based innovative practices carried out in university teaching. Specifically, the segment of students most pleased with the implementation of interactive tools is mainly integrated by BA, international and female students. In contrast, the segment that presents lower satisfaction ratings towards ICT is made up of a large number of BIA students, with a higher percentage of male students and, mainly local students. The design of ICT-based innovative actions in university teaching for each segment can positively contribute to the perception that students develop towards university centers, increasing their satisfaction.

Keywords:

Satisfaction, ICT-based innovation, segmentation, CHAID.