Singaporean students won't recommend the University to family and friends

Satisfaction in the Public Education sector fell 4% in 2Q12.

According to The Institute of Service Excellence at the Singapore Management University's (ISES) Customer Satisfaction Index of Singapore (CSISG), student Expectations at the Universities sub-sector increased significantly on-year. This may be in part due to increasing tuition fees; students could be getting implicit messages of a higher quality educational experience.

However, students perceived a similar level of education quality. Relatedly, their perceptions of value fell significantly, as did their satisfaction. Satisfaction with important education touchpoints also declined year-on-year in the areas of Teaching Staff and Administrative Staff.

The consequence is significantly lower student loyalty towards their University; these students were less likely to recommend the University to their family and friends.

The CSISG’s survey data of Universities in the Public Education sector suggested that collectively, university students expectations had risen year-on-year but their perceptions of quality were unchanging. As a result, the University sub-sector score fell 3.8-points (-5.4%) year-on-year to 66.7-points.

Ms Caroline Lim said, “Keeping your target audience satisfied is a continuous process that requires on-going monitoring and shaping of their expectations and needs, as well as constantly measuring satisfaction levels and modifying services accordingly.”

The CSISG 2012 Q2 results suggest many companies should heed this advice. Satisfaction in the Public Education sector fell 2.8-points (-4.0%) to 67.5-points, while the Private Education sector’s score fell 5.4-points (-7.4%) to 69.0-points.

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