Journal of Education and Health Promotion

Determination of rate of customer focus in educational programs at Isfahan University of Medical Sciences1 based on students’ viewpoints

Document Type : Original Article

Authors

. Assadollah Shams
. Mohammad Hosein Yarmohammadian
. Hadi Hayati Abbarik

Health Services Administration Department, School of Medical Management and Information Sciences, Isfahan University of Medical Sciences, Isfahan, Iran

Abstract
Background: Today, the challenges of quality improvement and customer focus as well as systems
development are important and inevitable matters in higher education institutes. There are some
highly competitive challenges among educational institutes, including accountability to social needs,
increasing costs of education, diversity in educational methods and centers and their consequent
increasing competition, and the need for adaptation of new information and knowledge to focus
on students as the main customers. Hence, the purpose of this study was to determine the rate
of costumer focus based on Isfahan University of Medical Sciences students’ viewpoints and to
suggest solutions to improve this rate. Materials and Methods: This was a cross‑sectional study
carried out in 2011. The statistical population included all the students of seven faculties of Isfahan
University of Medical Sciences. According to statistical formulae, the sample size consisted of
384 subjects. Data collection tools included researcher‑made questionnaire whose reliability was
found to be 87% by Cronbach’s alpha coefficient. Finally, using the SPSS statistical software and
statistical methods of independent t‑test and one‑way analysis of variance (ANOVA), Likert scale
based data were analyzed. Results: The mean of overall score for customer focus (student‑centered)
of Isfahan University of Medical Sciences was 46.54. Finally, there was a relation between the
mean of overall score for customer focus and gender, educational levels, and students’ faculties.
Researcher suggest more investigation between Medical University and others. Conclusion: It is
a difference between medical sciences universities and others regarding the customer focus area,
since students’ gender must be considered as an effective factor in giving healthcare services quality.
In order to improve the customer focus, it is essential to take facilities, field of study, faculties, and
syllabus into consideration.

Keywords

Customer focus
educational evaluation
higher education
social business
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Journal of Education and Health Promotion
Volume 2, Issue 3
Summer 2012
Pages 1-6

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