Determining the Effective Factors on Graduate Student's Satisfaction in Higher Education System Using Kano Model

The aim of this study was to identify the effective factors on graduate students’ satisfaction in higher education system using Kano Model. To do this end, a descriptive survey method was used.The statistical population of this research was composed of graduate students of Urmia University (N=1453), out of them 300 students were randomly selected as the research sample using Morgan Table. The research tool was limited to the researcher-made questionnaire whose content validity was confirmed by experts (faculty members). Regarding the reliability of the forenamed questionnaire, it was attempted to make use of Cronbach's Alpha Coefficient. As such, the educational and research dimensions received coefficients of 0.89 and 0.91, respectively. Next, the Kano Model and Confirmatory Factor Analysis were used to analyze the data. The results of data analysis indicated that the most important motivational, fundamental and functional requirements in the educational services sector were as follows: providing clear guidance on learner`s activities, determining the role of trainer and evaluating statistical techniques and research methods. Also, timely allocation of research grants, sufficient familiarity with typing and the principles of research writing, timing the task completion and provision of tools needed to monitor learning progress were considered the most important motivational, fundamental and functional requirements in the research services sector.