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Values education and student satisfaction: German business students' perceptions of universities' value influences

Author

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  • Dirk C. Moosmayer
  • Florian U. Siems

Abstract

As a result of the past decade's financial crises, the focus on students' values as an output of higher management education has increased. Simultaneously, marketing theory has become prevalent in the management of higher education institutions, such that student satisfaction represents a key output variable for their service provision. This study integrates both perspectives to investigate how values-oriented education relates to student satisfaction. A sample of 191 respondents from a German university reveals that business students expect more value influence than they believe their institution actually delivers. Furthermore, students' perceptions of the value influence delivered by their university increase their satisfaction with the institution. Finally, the value influence students expect is more closely associated with universalism values (connected to sustainability and CSR) than with power values. These results imply that universities can increase student satisfaction if they coordinate opportunities to discuss and shape values, particularly with regard to universalism ideals.

Suggested Citation

  • Dirk C. Moosmayer & Florian U. Siems, 2012. "Values education and student satisfaction: German business students' perceptions of universities' value influences," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(2), pages 257-272, December.
    • Handle: RePEc:taf:jmkthe:v:22:y:2012:i:2:p:257-272
    DOI: 10.1080/08841241.2012.746254
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    Cited by:

    1. Adéla Fajčíková & Hana Urbancová, 2019. "Factors Influencing Students’ Motivation to Seek Higher Education—A Case Study at a State University in the Czech Republic," Sustainability, MDPI, vol. 11(17), pages 1-14, August.
    2. Dirk C. Moosmayer & Sandra Waddock & Long Wang & Matthias P. Hühn & Claus Dierksmeier & Christopher Gohl, 2019. "Leaving the Road to Abilene: A Pragmatic Approach to Addressing the Normative Paradox of Responsible Management Education," Journal of Business Ethics, Springer, vol. 157(4), pages 913-932, July.
    3. Luis Doña-Toledo & Teodoro Luque-Martínez & Salvador Barrio-García, 2017. "Antecedents and consequences of university perceived value, according to graduates: The moderating role of Higher Education involvement," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(4), pages 535-565, December.
    4. M.M. Lai & S.H. Lau & N.A. Mohamad Yusof & K.W. Chew, 2015. "Assessing antecedents and consequences of student satisfaction in higher education: evidence from Malaysia," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 25(1), pages 45-69, January.
    5. Fernando de Oliveira Santini & Wagner Junior Ladeira & Claudio Hoffmann Sampaio & Gustavo da Silva Costa, 2017. "Student satisfaction in higher education: a meta-analytic study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 1-18, January.
    6. Zohair Al-Zoubi & Ahmad Qablan & Hytham Bany Issa & Omar Bataineh & Ahmed Mohammed Al Kaabi, 2023. "The Degree of Implementation of Total Quality Management in Universities and Its Relationship to the Level of Community Service from the Perspectives of Faculty Members," Sustainability, MDPI, vol. 15(3), pages 1-14, January.

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