Consumer behaviour analysis of hospitality students' evaluation and satisfaction with their universities

Abstract

Purpose – The research aims to study the students' pre and post evaluation of their hospitality education institutions considering a set of measures, in a consumer-decision making model. Methodology – Applying a survey method within a quantitative approach, the focus is to decide the most important factors in the student selection and experience. In order to analyze the students' evaluation, selection and satisfaction, a set of measures have been decided through a literature review; those are the university's location, educational environment, name and reputation, future career prospects, university's relationships, internal culture, reliability and communication, as well as its effect on students' satisfaction. Findings – The results revealed that students consider mainly the future career prospects, educational environment and name and reputation as the major selection criteria. Hence, hospitality education institutions should promote themselves based on these factors. This research focuses on a widely used decision making model, in the consumer behaviour, in evaluating alternatives based on specific factors. In addition, the study highlights the importance of university’s internal culture in students’ satisfaction. Originality – Given the importance of theoretical and practical learning, the strong links with industry and the reputation of the hospitality institution within the context of educational accreditation and industry recognition, hospitality students' evaluation and hospitality institutions' marketing to attract students is a topic of great value.