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Student-to-Student Interactions in Marketing Education: A Critical Incident Technique–based Inquiry into Drivers of Students’ (Dis)Satisfaction

Lookup NU author(s): Professor Klaus Schoefer

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This is the authors' accepted manuscript of an article that has been published in its final definitive form by Sage Publications, Inc., 2022.

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Abstract

Business schools are increasingly concerned about retaining and recruiting new students. We examine interactions among marketing students to consider their consequences on student satisfaction. This paper’s objective is to determine the drivers of satisfactory and dissatisfactory student-to-student interactions by employing a critical incident technique. In doing so, this study identifies three groups (group assignments, peer relations, and outcomes) and eleven categories of satisfiers and dissatisfiers. The study’s findings advance the understanding of the impact of students-to-student interactions on student satisfaction and illustrate the importance of the management of these interactions in the context of marketing education.

Publication metadata

Author(s): Gnusowski M, Schoefer K

Publication type: Article

Publication status: Published

Journal: Journal of Marketing Education

Year: 2022

Volume: 44

Issue: 1

Pages: 25-40

Print publication date: 01/04/2022

Online publication date: 28/06/2021

Acceptance date: 05/06/2021

Date deposited: 05/06/2021

ISSN (print): 0273-4753

ISSN (electronic): 1552-6550

Publisher: Sage Publications, Inc.

URL: https://doi.org/10.1177%2F02734753211027617

DOI: 10.1177%2F02734753211027617

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