Ensuring customer delight: a quality approach to excellence in management education

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Abstract
A customer can recognise a professional institute almost immediately from the manner in which the customer is dealt with. The institute makes the customer (read student) feel special and deals with the customer as a matter of priority rather than as a secondary issue, less important than the undertaking of other activities. The customers of management institutes need to feel this delight for them to develop an ongoing relationship with the institute. The other set of customers, the recruiters, also needs to be delighted to come back to the institute year after year. Delight is nothing but exceeding customer expectation, which can be assessed through student satisfaction surveys. This paper will be based on a study among students of management in the national capital region of India. The study adapted the student feedback form developed by the Centre for Research in Quality to measure the level of customer satisfaction in a cross‐section of students. The paper also aims at recommending the areas that need improvement to better cater to student needs. Feedback from industry is based on in‐depth interviews with select industry personnel.

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