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SCIENCE ARTICLE
Improving service quality at universities through student journey mapping
1
Faculty of Economics and Management, University of Zielona Góra, Poland
Submission date: 2023-04-20
Final revision date: 2023-09-13
Acceptance date: 2023-10-04
Online publication date: 2023-12-13
Publication date: 2023-12-14
Corresponding author
Anna Katarzyna Ludwiczak
Faculty of Economics and Management, University of Zielona Góra, Podgórna 50, 65-246, Zielona Góra, Poland
Faculty of Economics and Management, University of Zielona Góra, Podgórna 50, 65-246, Zielona Góra, Poland
Management 2023;27(2):82-99
KEYWORDS
JEL CLASSIFICATION CODES
I210
M390
TOPICS
ABSTRACT
Abstract: The aim of the pilot study was to determine whether student travel mapping can be an effective method supporting the improvement of services at a university in the context of creating value for students and their participation in creating this value. In-depth qualitative research was carried out, consisting in conducting semi-structured interviews with students. The study used the customer journey mapping (CJM) method. Students’ experiences related to their interactions with the university were identified from the moment of making the decision to start studying at the university to the moment of formally obtaining student status. The experiments covered the period during the restrictions related to the covid-19 pandemic were in force. Research has shown that journey mapping can be a useful method supporting the improvement of processes related to student service during the recruitment process. It allows for an in-depth analysis of experiences, which shows not only the problems arising at the points of contact, but also feelings and emotions. The use of CJM can help University employees understand students and better adapt service-related processes to their real needs and expectations.
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