Strategic Drivers and Outcomes Leading to Student Satisfaction in Executive Coaching Institutes of Kota: A Systematic Literature Review.

Abstract

Purpose: The paper provides an in-depth analysis of the growing executive coaching industry in India, focusing specifically on the competitive landscape within the economy. Its main aim is to critically examine the current body of literature related to student satisfaction within coaching institutes, with a particular emphasis on those located in Kota. Through this comprehensive review, the paper aims to identify and elucidate the key drivers, factors, elements, and outcomes that play a pivotal role in the success of coaching institutes in this region. Furthermore, the study seeks to identify crucial areas for future research, thereby contributing to a more profound understanding of the factors influencing student satisfaction and the overall effectiveness of coaching institutes in Kota and beyond.

Design/ Methodology/ Approach: In order to enhance both conceptual and managerial comprehension of coaching institutes, this study adopts a systematic literature review approach. By analyzing 50 articles, the study synthesizes existing literature pertaining to the service marketing mix, service quality, coaching institutes, and student satisfaction. Through this comprehensive review process, the study aims to consolidate key insights and trends from the literature, offering valuable perspectives on the interplay between these factors within the context of coaching institutes. This synthesis not only contributes to a deeper theoretical understanding but also provides practical implications for the management and operation of coaching institutes, facilitating informed decision-making and strategy development in the field.

Findings: Student satisfaction in coaching institutes is influenced by various factors, including components of the service marketing mix (product, price, place, promotion, people, process, and physical evidence) and service quality elements (tangibility, reliability, responsiveness, empathy, and assurance). Recognizing the significance of these elements is crucial for enhancing student experiences. Additionally, the study highlights top authors, articles, journals, theories, and methodologies utilized in researching student satisfaction. This comprehensive overview enables informed decision-making and strategy implementation to improve overall educational outcomes.

Originality/ value: The study presents a thorough framework detailing the influence of service marketing mix and service quality elements on student satisfaction within executive coaching institutes. Additionally, it suggests avenues for future research, particularly focusing on the economic aspects and human resources management within coaching institutes. This proposal aims to broaden the understanding of factors affecting student satisfaction and to identify strategies for enhancing the overall effectiveness and efficiency of coaching institutes.