Key Factors Influencing Student Satisfaction Related to Recruitment and Retention

ABSTRACT

In order to attract and retain students, universities must identify and meet student expectations. This article examines which aspects of a student's educational experience are more important in influencing student satisfaction. The findings show that “student centered-ness,” “campus climate,” and “instructional effectiveness,” have a strong impact on how satisfied a student is with his/her overall educational experience. The results also suggest that recruitment strategies may require emphasizing different aspects of a student's educational experience than retentio strategies.

KEYWORDS:

• Satisfaction
• recruitment
• retention
• performance scores
• gap scores