Customer Satisfaction and the Impact on Retention at an HBCU

Portia M Johnson, Tennessee State University


This study examines the relationship between retention and customer satisfaction at a historically black college and university (HBCU). Using a mix-methods approach, which includes surveys, interviews, and focus groups with first year college students, we analyze the factors that contribute to student satisfaction and the extent to which satisfaction affects their decision-making to remain enrolled at the at the institution. The findings in this study suggest that enrollment services, housing, campus community, campus facilities and resources, and effective communication are significant factors in student satisfaction and retention rates. This study contributes to the literature on student retention and satisfaction, particularly in the context of HBCUs, and supplies insights that can inform practices and policies to improve student success and institutional viability.

Subject Area

Educational administration|Higher education|Education

Recommended Citation

Portia M Johnson, "Customer Satisfaction and the Impact on Retention at an HBCU" (2023). ETD Collection for Tennessee State University. Paper AAI30692286.