Educational experience, university satisfaction and institutional reputation: Implications for university sustainability

Abstract

The evolution of the labour market requires students to be better prepared for their professional insertion. In response to this demand, universities must offer an educational experience that is perceived as useful for the future. This study highlights a gap in the literature about university students' perception of the acquisition of employability skills, and how this affects the degree of satisfaction and loyalty towards the university. With the main objective of obtaining theoretical and managerial implications for the universities, a structural equation model has been developed that takes into account the antecedents of satisfaction; previous recommendations, expectations and perceived quality; as well as consequents such as reputation, loyalty and word-of-mouth intention. Through a quantitative study with 515 students from the economics and business studies branch at the University of Extremadura (Spain), it has been demonstrated the significant influence of the perceived professional development on student satisfaction and university reputation, directly affecting their willingness to recommend the institution and their loyalty towards it. This study provides an expanded view of the main requirements that universities should address in order to optimise strategies aimed at attracting new students, improving the educational experience, and building the reputation of the institution, ensuring its sustainability.