MANAJEMEN KEPUASAN PELANGGAN LEMBAGA PENDIDIKAN

Abstract

Customer satisfaction is an important indicator of quality management in educational institutions. In the context of education, customers encompass not only students but also parents, prospective students, alumni, and the wider community that benefits from educational services. This paper aims to examine the concept and strategies of customer satisfaction management in educational institutions. A literature review method was employed by examining relevant scholarly articles addressing service quality, customer satisfaction, service excellence, customer orientation, administrative services, and educational quality improvement. The findings indicate that customer satisfaction is influenced by the quality of academic and administrative services, responsiveness, communication, facilities, service reliability, and the institution’s ability to identify and respond to customer needs. Effective customer satisfaction management should therefore be implemented systematically through service planning, adherence to service standards, customer satisfaction measurement, complaint management, and continuous improvement. Thus, customer satisfaction management constitutes an integral component of quality management in educational institutions and can support the continuous improvement of educational services and institutional performance.