The purpose of this paper is to evaluate a continuous improvement project (CIP) at a Mexican university designed to increase engineering graduate student loyalty.
A plan-do-check-act problem-solving methodology was implemented, and a SERVQUAL survey was conducted on 67 master’s engineering students.
Five factors were found to affect student loyalty: facility cleanliness; faculty teaching skills; evening student services; master’s degree student management roles at work; and master’s degree students’ ages. After the implementation of the improvement and control actions, there was a 7.7% increase in the engineering master’s degree students’ loyalty scores.
However, there were several research limitations: data availability (such as student loyalty, student satisfaction and a small master’s degree student population size) and factors outside the CIP’s scope (such as the country’s economic situation, university rankings, master’s programme accreditations and COVID-19).
The findings from this research study could be used by other higher education institutions (HEIs)to improve student loyalty and as a reference when conducting similar studies in other service organisations such as hospitals and hotels.
This research work took a different approach in assessing student satisfaction and student loyalty in a HEI by using the SERVQUAL survey as the data collection instrument for conducting CIP.
