Priority satisfaction survey : a tool in developing effective retention strategies
One of the ongoing efforts of the Centre for Student Affairs, Open University Malaysia (OUM), is to coordinate retention initiatives across all departments of the university. For these initiatives to be effective, they must incorporate feedback from students. Students come to the university...
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| Format: | Conference or Workshop Item |
| Published: |
2004
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| Online Access: | http://library.oum.edu.my/repository/339/1/PS_2004_paper_HK%5B1%5D._21.4.05_7.pdf http://library.oum.edu.my/repository/339/ |
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| Institution: | Open University Malaysia |
| Summary: | One of the ongoing efforts of the Centre for Student Affairs, Open University Malaysia
(OUM), is to coordinate retention initiatives across all departments of the university. For
these initiatives to be effective, they must incorporate feedback from students. Students come
to the university with a certain set of goals and expectations. When these goals and
expectations are met, the student retention rate is likely to be high. OUM must not only
identify these goals and expectations, but more importantly, it must ensure that they are
adequately met. One of the tools to achieve this is the Priority-Satisfaction Survey where
students are asked to rank the support services provided by OUM in terms of their
importance and level of satisfaction. The paper reports the results of the Priority-Satisfaction
Survey conducted on all cohorts of OUM student in its 27 learning centres throughout the
country. This two-dimensional survey gathers information on six different types of services
using the 7-point Likert Scale. A performance gap analysis is carried out to identify areas
that need improvements. In addition, a Priority-Satisfaction Matrix is constructed to
determine OUM’s strengths and weaknesses. The results of the current survey are compared
with those of a similar survey done in the previous year to ensure continuous evaluation of
the quality of the services provided. Based on the above analysis, recommendations on
retention initiatives are presented to OUM’s management. (Authors' abstract) |
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