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ERIC Number: EJ908251
Record Type: Journal
Publication Date: 2010-Jul
Pages: 16
Abstractor: As Provided
Reference Count: 96
ISSN: ISSN-0884-1241
Understanding the Characteristics of Effective Professors: The Student's Perspective
Gruber, Thorsten; Reppel, Alexander; Voss, Roediger
Journal of Marketing for Higher Education, v20 n2 p175-190 Jul 2010
Increasingly, higher education institutions are realising that higher education could be regarded as a business-like service industry and they are beginning to focus more on meeting or even exceeding the needs of their students. Recent research findings suggest that the factors that create student satisfaction with teaching ("teaching satisfiers") may be qualitatively different from the factors that create dissatisfaction with teaching. Thus, this research uses the Kano methodology to reveal the characteristics of professors that students take for granted ("Must-be factors") and that have the potential to delight them ("Excitement factors"). Kano questionnaires containing 19 attributes of effective professors taken from previous studies and focus group discussions were handed out in two marketing courses to 63 postgraduate students enrolled in a service marketing course. The Kano results corroborate previous US findings that revealed the importance of personality in general and support studies that stress the importance of professors creating rapport with their students in particular. (Contains 2 figures and 1 table.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United Kingdom