Applying Customer Dissatisfaction Measures to Schools: You Better Know What's Wrong Before You Try to Fix It

Abstract

This article addresses the feasibility of applying customer dissatisfaction measures to public schools. Based on previous research and experience in business and industry, the article lays out a framework for a public education customer satisfaction system. The issues of measurement, transaction satisfaction, and the differences between customer dissatisfaction and satisfaction are considered as they apply to public education. The initial test results of a customer dissatisfaction measurement process in one school district are included. Results suggested that the likelihood of having questions or concerns about the school district was quite high among both parents and businesses. In spite of the relatively large number of questions or concerns, few parents or businesses contacted the school district for assistance. Data analysis and interpretation revealed numerous opportunities for corrective action. Finally, the article discusses the benefits and the dangers and potential pitfalls in applying customer dissatisfaction measures in public education.