Ekonomija: teorija i praksa 8(3) srp application/pdf 343580 bytes Ključne reči: ljudski faktor; satisfakcija studenata; visoko obrazovanje; tržišna orijentacija visokoškolskih ustanova Key words: human factor / student satisfaction / higher education / market orientation of higher education institutions Uticaj ljudskog faktora na satisfakciju studenata u visokoškolskim ustanovama The influence of human factor on student satisfaction in higher education institutions http://creativecommons.org/licenses/by/4.0/legalcode https://unilib.phaidrabg.rs/o:2209 doi:10.5937/etp1503017C 2015 Sažetak: Usled sve veće konkurencije na tržištu visokog obrazovanja fokusiranje na satisfakciju korisnika je ono od čega bi trebalo da krene svaka visokoškolska ustanova. Stvaranje srećnijih, zadovoljnih korisnika, bilo da su to studenti, njihovi roditelji, donatori, profesori ili poslodavci, treba da bude primarni cilj koji će doprineti kvalitetu u obrazovnim ustanovama. Sa tim u vezi ovaj rad ima za cilj da prikaže u kojoj meri je ljudski faktor (kao instrument marketing miksa) i svi njegovi elementi povezan sa satisfakcijom studenata u visokoškolskim ustanovama, odnosno u kojoj meri ljudski faktor, sa svim svojim elementima, utiče na satisfakciju studenata u visokoškolskim ustanovama. Istraživanje je sprovedeno na uzorku od 703 ispitanika, studenata četiri fakulteta koji se nalaze u sastavu Univerziteta Privredna akademija u Novom Sadu. Kao instrument za prikupljanje podataka korišćen je upitnik kreiran za potrebe istraživanja. Analiza prikupljenih podataka obuhvata korelacionu i regresionu analizu. Rezultati dobijeni istraživanjem ukazuju na statistički značajnu povezanost između ljudskog faktora i satisfakcije studenata u visokoškolskim ustanovama, pri čemu se posebno diskutuje uticaj svakog pojedinačnog elementa na satisfakciju studenata. Ovim se dolazi do saznanja, poboljšanjem kojih elemenata ljudskog faktora je moguće unaprediti satisfakciju studenata u visokoškolskim ustanovama. Na osnovu dobijenih rezultata izvučeni su zaključci i preporuke za dalja istraživanja. Abstract: Due to constantly increasing competition in the higher education market, customer or user satisfaction should be made the focal point of all higher education institutions. Creating happier, satisfied customers, whether they are students, their parents, donors, professors or employers, should be the primary objective which will also contribute to the quality of the educational institutions. In line with that, this paper aims to show the extent to which human factor (as a tool of marketing mix) and all elements associated with it, affect student satisfaction in higher education institutions. The survey was conducted on a sample of 703 respondents, i.e. students of four faculties which are part of the University Business Academy in Novi Sad. A questionnaire created specially for research purposes was used as an instrument for data collection. The analysis of collected data included correlation and regression analysis. The obtained results indicate a statistically significant correlation between the human factor and the satisfaction of students in higher education institutions. The paper touches upon the impact of each element on the satisfaction of students. Such analysis provides us with important indicators in terms of specific elements of human factor which should be improved if we want to improve the overall satisfaction of students in higher education institutions. Finally, the paper outlines possible conclusions and recommendations for further research on the basis of the obtained results. Ćirić, Maja Brkanlić, Sandra Vučurević, Tatjana Popović, Slobodan info:eu-repo/semantics/article