Proceedings of the 3rd European Conference on Intellectual Capital

Corina Pelau et al.
In order to improve its image, it is important that <strong>the</strong> university should be recommended. Fig. 3. shows
that satisfied students ra<strong>the</strong>r recommend <strong>the</strong> university to friends or acquaintances. If students which are
unsatisfied, recommend <strong>the</strong> university to less than 56% to <strong>the</strong> people <strong>the</strong>y know, students with an
average or over average satisfaction recommend <strong>the</strong> university to more than 74% <strong>of</strong> <strong>the</strong> people <strong>the</strong>y
know.
100%
80%
60%
40%
20%
0%
77
23
66
34
44
56
26
74
12 6 9
88 94 91
1 2 3 4 5 6 7
Figure 3: Willingness to recommend <strong>the</strong> university depending on satisfaction
4. Conclusion and outlook
This research shows that <strong>the</strong> satisfaction <strong>of</strong> <strong>the</strong> students with <strong>the</strong> university, has an impact on <strong>the</strong>
recommendation potential <strong>of</strong> <strong>the</strong> students and consequently on <strong>the</strong> image <strong>of</strong> <strong>the</strong> university. For this
reason it is important for an university to monitor permanently <strong>the</strong> satisfaction <strong>of</strong> <strong>the</strong>ir students and take
measures to improve it. In order to be able to improve <strong>the</strong> satisfaction, a university has to know <strong>the</strong>
relevant elements which influence <strong>the</strong> satisfaction <strong>of</strong> <strong>the</strong> students and <strong>the</strong>ir partial level <strong>of</strong> satisfaction.
This article presents <strong>the</strong> results <strong>of</strong> such a satisfaction study and <strong>the</strong> impact <strong>of</strong> different aspects on <strong>the</strong>
overall satisfaction.
The results <strong>of</strong> <strong>the</strong> research show that <strong>the</strong> knowledge flows and <strong>the</strong> way it is transmitted to <strong>the</strong> students
has an impact on <strong>the</strong> satisfaction <strong>of</strong> <strong>the</strong> students. Especially <strong>the</strong> way in which <strong>the</strong> knowledge transfer
takes place, has an impact on <strong>the</strong> satisfaction <strong>of</strong> <strong>the</strong> students. All <strong>the</strong> o<strong>the</strong>r aspects analyzed in <strong>the</strong>
research influence <strong>the</strong> satisfaction and also contribute in an indirect way to <strong>the</strong> knowledge <strong>the</strong> students
achieved through <strong>the</strong> learning process. A good knowledge transfer process has not only an influence on
<strong>the</strong> satisfaction, but also on <strong>the</strong> development <strong>of</strong> <strong>the</strong> human capital <strong>of</strong> <strong>the</strong> university.
Consequently <strong>the</strong> university should try to keep a good quality <strong>of</strong> <strong>the</strong> knowledge transfer, because it not
only influences <strong>the</strong> development <strong>of</strong> <strong>the</strong> human capital <strong>of</strong> <strong>the</strong> university, but also <strong>the</strong> satisfaction <strong>of</strong> <strong>the</strong>
students and <strong>the</strong>refore its relational capital. As it was expected <strong>the</strong> knowledge transfer is sustained by <strong>the</strong>
visual aids and <strong>the</strong> relevance <strong>of</strong> information, which also have a high impact on <strong>the</strong> overall satisfaction.
Therefore, <strong>the</strong> university should try to keep its pr<strong>of</strong>essors up to date with <strong>the</strong> relevant information, by
providing <strong>the</strong> necessary research infrastructure and access to recent journals and publications. Visual
aids have also an important role in <strong>the</strong> communication process and contribute by this to a high quality <strong>of</strong>
<strong>the</strong> knowledge transfer.
Acknowledgements
This work was supported from <strong>the</strong> <strong>European</strong> Social Fund through Sectoral Operational Programme
Human Resources Development 2007-2013, project number POSDRU/ 89/ 1.5/ S/ 59184 “Performance
and excellence in postdoctoral research in Romanian economics science domain”.
References
Aldridge, S; Rowley, J. (1998): Measuring customer satisfaction in higher education, in: Quality Assurance in
Education, Volume 6, Number 4, 1998, pp. 197–204.
Akhilesh, K. (2008) „Modeling Intellectual Capital From a Bottom-Up Perspective”. In: O’Sullivan, K. (Ed.) 5th
International <strong>Conference</strong> on Intellectual Capital, Knowledge Management and Organizational Learning, New
York Institute <strong>of</strong> Technology, New York, pp 17-24.
Al-Ali, N. (2003) Comprehensive Intellectual Capital Management, John Wiley & Sons, Hoboken NJ.
Appleton-Knapp, S.L. and Krentler, K.A. (2006) „Measuring Student Expectations and Their Effects on Satisfaction:
The Importance <strong>of</strong> Managing Student Expectations”, Journal <strong>of</strong> Marketing Education, Vol. 28, No. 3, December,
pp 254-264.
326
No
Yes