THE ANTECEDENTS AND CONSEQUENCES OF STUDENT SATISFACTION REDEFINED: A CASE OF QATAR UNIVERSITY

Abstract

This study extends marketing in the higher education literature by conceptualizing what constitutes student satisfaction with university experience and examining the role of student satisfaction in enabling student feeling of belongingness and citizenship behavior. Furthermore, the study examines the moderating impact of student entitlement on the relationship between student satisfaction and its antecedents. A quantitative approach was adopted in this research to examine the relationships between the variables. Data was collected from 429 undergraduate students enrolled in Qatar University using an online survey. Multiple Regression Analysis and Hayes' PROCESS macro were deployed to explore the different relationships in the proposed model. The findings show that not all antecedents have equal effects on student satisfaction, whereas satisfaction was proven to be related to student belongingness and student citizenship behavior. An empirical evidence was found for the moderation effect of student entitlement between perceived university reputation and student satisfaction. Suggestions for future research and managerial implications are discussed.