Abstract:

Recently, due to the implementation of the Bologna Plan in the university community, students have taken a more prominent position in the development of university teaching (Salinas, 2004; Reche et al., 2022). 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 student satisfaction towards university teaching with the implementation of information and communication technologies (ICT) used by lecturers in their classes (Marín et al., 2021). For this reason, the main objective of this work is to identify how the degree of perception towards ICT influences to a greater or lesser extent the student satisfaction with the university teaching received and to identify the possible resulting segments according to these variables. Thus, through a CHAID algorithm on a sample of 176 students, made up of students of the Degree in Business Administration and Management, and Business Intelligence Analytics (BIA), all of them from the Faculty of Economics of the University of Valencia, two segments of students are obtained that differ significantly in their level of satisfaction and in their perception of the innovative practices carried out in university teaching. Specifically, the segment of students most pleased with the implementation of interactive tools stands out for being made up of Business Administration students, international students and mostly women. However, the segment that presents lower satisfaction ratings towards ICT would be made up of a large number of BIA students, with a higher percentage of male students and, for the most part, national students. The design of innovative actions, especially those derived from ICT, in university teaching for each segment can contribute positively to the perception that students develop towards university institutions, increasing their satisfaction.

Keywords:

ICT, satisfaction, innovation, segmentation, CHAID.