Identification and Prioritization of Factors Influencing Students' Satisfaction with University Services Using the Kano Model

In the contemporary landscape, organizations in both the private and public sectors face an increasing imperative to evaluate customer perspectives regarding their service provision and assess the extent to which these services meet expectations. These entities recognize the significant challenges that arise from insufficient information about customer expectations and feedback on delivered services. Based on findings from various studies that have identified multiple disparate factors affecting student satisfaction, the recognition of these factors can play a crucial role in fostering student growth and success, which in turn contributes to the advancement of higher education institutions. The primary objective of this study was to identify the factors influencing student satisfaction with academic services provided at Jami University and to prioritize these factors based on their relative importance. The results of this research are anticipated to benefit university administrators (by identifying the institution's strengths and weaknesses) and, by extension, the student body. This research employs the Kano model and utilizes SPSS software to identify and prioritize factors affecting student satisfaction with services offered by Jami University during the academic year 1402 (2023/24). This study aims to ascertain whether the university's services align with student expectations and measure the magnitude and direction of the gap between student expectations and university services. The identified factors were categorized into five dimensions (basic, performance, motivational, neutral, and reverse). The results indicate that basic, performance, and motivational requirements have the greatest impact on student satisfaction. Accordingly, this study seeks to address each of these dimensions individually through library-based and field research approaches, providing a comprehensive analysis.