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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/11923

Title: Understanding the characteristics of effective professors: the student's perspective
Authors: Gruber, Thorsten
Reppel, Alexander E.
Voss, Roediger
Keywords: Student satisfaction
Educational services
Quality attributes
Effective professors
Kano methodology
Issue Date: 2010
Publisher: © Taylor & Francis
Citation: GRUBER, T., REPPEL, A. and VOSS, R., 2010. Understanding the characteristics of effective professors: the student's perspective. Journal of Marketing for Higher Education, 20, 2, pp. 175 - 190.
Abstract: Increasingly, higher education institutions are realising that higher education could be regarded as a business-like service industry and they are beginning to focus more on meeting or even exceeding the needs of their students. Recent research findings suggest that the factors that create student satisfaction with teaching (‘teaching satisfiers’) may be qualitatively differently from the factors that create dissatisfaction with teaching. Thus, this research uses the Kano methodology to reveal the characteristics of professors that students take for granted (‘Must-be factors’) and that have the potential to delight them (‘Excitement factors’). Kano questionnaires containing 19 attributes of effective professors taken from previous studies and focus group discussions were handed out in two marketing courses to 63 postgraduate students enrolled in a service marketing course. The Kano results corroborate previous US findings that revealed the importance of personality in general and support studies that stress the importance of professors creating rapport with their students in particular.
Description: This article was published in the Journal of Marketing for Higher Education [© Taylor & Francis] and the definitive version is available at: http://dx.doi.org/10.1080/08841241.2010.526356
Version: Accepted for publication
DOI: 10.1080/08841241.2010.526356
URI: https://dspace.lboro.ac.uk/2134/11923
Publisher Link: http://dx.doi.org/10.1080/08841241.2010.526356
ISSN: 0884-1241
Appears in Collections:Published Articles (Business)

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