Professor Calderon is a resident of California and a native of Chile. He holds a well-balanced career in both business and academic settings. After working as an adjunct professor for Keiser University, he accepted an appointment as full-time professor for the Latin American division in 2009, and since February 2017, he has performed as the chair of the MBA and MSM programs.His academic interests include on-line education and research in Service Profit Chain theory and employee/customer satisfaction.
The main purpose of this study is to test the cause-effect relationship of employee satisfaction (faculty satisfaction) on student satisfaction (customer satisfaction) by applying and testing a new model based on the known Service-Profit Chain (SPC) (Heskett & Sasser, 1997). The theories behind the SPC basically state that satisfied employees will become loyal to their company and thus will be able to provide excellent service for customers. All that will reflect on the customer becoming a satisfied customer. Satisfied customers (students) will remain loyal by staying in the program and thus reducing attrition. They will also be willing to refer and recommend the program with a positive word of mouth (+WOM). Over time, those behaviors will generate a good name to the institution, increasing both profit and market share. Thus, the aim of the study is to identify faculty satisfaction levels and student satisfaction factors in American business graduate education by testing the effect of faculty satisfaction (job satisfaction) on student satisfaction (customer satisfaction).
This research provides an important view to the marketing field as if one considers that education is basically a service and the student is a customer; thus this study provides practical and economic significance as the number of business programs around the world grows and those programs and business schools are competing in the market for customers (students) in different delivery methods (face-to-face, online and hybrid). Three American regionally accredited, graduate-level business schools providing MBA programs were invited to participate. Each of the participating schools delivers its program using different methods such as face-to-face (F2F), online and hybrid (mixed methods). Specifically, School “A” offers MBA degree instruction solely in a traditional format, while School “B” does so exclusively in an online format. Lastly, School “C” offers the program in a combination of the
two previously mentioned methods, commonly referred to as a hybrid or mixed-method delivery program.
One of the goals of this study is to stimulate further discussion on the link between employee (faculty) satisfaction and customer (student) satisfaction in the field of business graduate education. Two different surveys instruments (questionnaires) that target the specific types of respondents (faculty and students) were used in this study. In these questionnaires, the abridged Job Descriptive Index (aJDI) (Staton, et al, 1969) was applied to assess faculty satisfaction. An adapted version of the SERVQUAL (Parasuraman et al., 1988) was used to examine student perceptions leading to satisfaction. The data obtained from both surveys were placed into this new model of “Service Profit Chain” (SPC). The total usable respondents comprised 58 faculty members and 366 students who completed their respective measurements (questionnaire).