Title

Customer Satisfaction Theory (CST) in Public Affairs Education: Revisiting Student Evaluation of Teaching (SET)

Document Type

Article

Publication Date

2013

Publication Source

International Journal of Public Administration

Volume

36

Issue

11

Inclusive pages

791-797

Peer Reviewed

yes

Abstract

Who are the customers in public administration (PA) education? Many scholars have criticized the tendency of educators to misidentify students as customers. At the same time, a multitude of PA educationprograms have utilized the Student Evaluation of Teaching (SET) as a means to gauge consumer satisfaction. However, there is lack of knowledge about the relationship between Customer Satisfaction Theory (CST) and SET. This study is focused on investigating the potential link between SET and CST, in order to gain a better understanding of instructional evaluation and examines the impact of 13 aspects of SET on the evaluation of teaching effectiveness. This study finds that students prioritize the attributes of an instructor’s perceived effectiveness, which are disproportionately influenced by negative responses on certain measures within the evaluation. This study concludes by discussing improvement strategies for instructors, as well as future implications of instructional evaluation at the department and college level.

Keywords

customer satisfaction theory, student evaluation of teaching, teaching effectiveness, public administration education, student satisfaction

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