Determinants of customer satisfaction in private higher educational institutions in Ethiopia the case of West Guji Zone

This study aims to investigate the determinants of student satisfaction in private higher educational institutions in the West Guji Zone of Ethiopia, addressing significant empirical gaps regarding student and parent perceptions. Employing a mixed approach, data were collected from a sample of 347 respondents through structured questionnaires and interviews, yielding a comprehensive analysis of customer satisfaction. The findings revealed a generally low level of satisfaction across key variables, including quality of education (mean = 2.43), infrastructure facilities (mean = 2.35), and affordability (mean = 2.25). Qualitative insights highlighted concerns regarding the adequacy of educational preparation for the workforce and the alignment of curricula with exit exam standards. Statistical analysis confirmed that quality of education and infrastructure facilities are critical drivers of satisfaction, with standardized coefficients of 0.3198 and 0.4713, respectively, both statistically significant at p < 0.001. The implications of this research are multifaceted, providing actionable recommendations for policymakers and educational institutions to enhance service delivery, improve academic outcomes, and foster a more inclusive educational environment. The originality of this research lies in its focus on the unique socio-cultural and economic dynamics of the Guji Zone, contributing valuable insights to the limited body of knowledge on higher education in Ethiopia.