VAŽNOST MJERENJA STUDENTSKOG ZADOVOLJSTVA SA CILJEM EVALUACIJE PERFORMANSI I REDIZAJNIRANJA STRATEGIJE U SKLADU SA TRENDOVIMA U SEKTORU VISOKOG
THE IMPORTANCE OF MEASURING STUDENT SATISFACTION WITH AIM TO EVALUATE PERFORMANCE AND REDESIGN STRATEGY IN ACCORDANCE WITH TRENDS IN THE SECTOR OF

Summary/Abstract: An increased competitive pressure in the sector of higher education contributes to a vigorous need of universities for strategy evaluation and its continuous redesign in accordance with indicators of student satisfaction empowering the ultimate goal of delivering high-quality educational services that will shape reputation development, recruitment, retention of current students, drop-out rates reduction as well as overcoming other organizational challenges. Therefore, an important question to be posed to educational institutions worldwide is how to use CRM technology and knowledge generated from research in corporate business and successfully customize them to the today´s turbulent university environment. Using CRM indicators such as student satisfaction, institutions develop strategies with an emphasis on educational approach that is student oriented and central activity in redesigning strategy is focus on the quality of education services delivered to students in order to fulfill strategic objective of student satisfaction. Educational institutions with increased focus on managing relations with students differentiate themselves from the competition and rapidly improve competencies in assigned professional fields by reducing costs and organizational complexity using IT solutions. Main objective of the study was to examine the applicability of proposed CRM business model to Bosnian-Herzegovinian higher education institutions in the context of identifying key components of student satisfaction that should be taken in consideration when designing strategy. Results provide a powerful incentive to universities´ management boards to intensify their commitment in application of CRM concept, which will contribute to education reform and successful implementation of the Bologna concept of higher education in Bosnia and Herzegovina.

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