APPLYING BALDRIGE PERFORMANCE EXCELLENCE CRITERION ON STUDENTS’ SATISFACTION AT PRIVATE UNIVERSITY IN INDONESIA
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This paper reports on a study about students‘ satisfaction at the Faculty of Business & Management of a private university in Indonesia. It uses the third criterion, namely Customers, of Malcolm Baldrige‘s Education Criteria for Performance Excellence. Data was acquired by way of a questionnaire administered to 330 randomly selected undergraduate students in February 2015. The maximum point score for this criterion is 85 (out of 1000 for all 7 criteria) and the score obtained in this study was 59 (i.e. 69%). Analysis provides results showing students‘ satisfaction at a ‗poor‘ or ‗early results‘ level particularly in respect of their career placements and on the public image of the university. These results indicate the need for quality improvement at both faculty and university levels. Secondly, they point to the need to improve and expand the image of the university so that potential employers are aware of the faculty and university.