Prioritizing services and facilities in a higher education institution Importance-satisfaction quadrant and gap analyses

• Main Authors: Latifah Abdol Latif,, Ramli Bahroom,, Mohamad Afzhan Khan Mohamad Khalil,
• Format: Article
• Published: The Asian Association of Open Universities (AAOU) 2016
• Subjects: LC5201 Education extension. Adult education. Continuing education; LC5800 Distance education
• Online Access: http://www.emeraldgrouppublishing.com/services/publishing/aaouj/index.htm; http://library.oum.edu.my/repository/1071/

Purpose – The purpose of this paper is to identify the “selling points” for Open University Malaysia (OUM) to be used in its marketing activities and the “critical points” that OUM should focus on for further improvements in providing its services to its students. These selling and critical points...