The purpose of this paper is to measure the level of satisfaction and the influential factors affecting the students’ satisfaction in the universities of Bangladesh. Design/methodology/approach:
The paper employed the concept of service marketing to design a survey questionnaire and then used different statistical analysis using MS Excel and SPSS to analyze the results to determine which aspects of the University services were the most influential to the students.
Findings: The most important aspects were those associated with teaching and learning, while the learning resources and extra-curricular activities have a great impact on students’ satisfaction in Bangladesh. The analysis also reveals that there is a very poor relationship between overall students’ satisfaction and satisfaction with curriculum. The paper suggests that if teaching quality, learning resources, extra-curricular activities, infrastructural upgradation and research activities are increased, the overall satisfaction of the students will be increased in the university level in Bangladesh.
Practical implications: Outcomes of the research will help the authorities for designing the university services to be offered in the target market; for allocating the resources according to the students’ demand; and for targeting the resources in those areas that are perceived to be low satisfaction and higher importance. Furthermore, the result will be a supportive tool for the policymakers to develop a sustainable higher education strategy in Bangladesh.