APPLYING CUSTOMER DISSATISFACTION MEASURES TO SCHOOLS - YOU BETTER KNOW WHATS WRONG BEFORE YOU TRY TO FIX IT

This article addresses the feasibility of applying customer dissatisfa ction measures to public schools. Based on previous research and exper ience in business and industry, the article lays out a framework for a public education customer satisfaction system. The issues of measurem ent:;transaction satisfaction, and the differences between customer di ssatisfaction and satisfaction are considered as they apply to public education. The initial test results of a customer dissatisfaction meas urement process in one school district are included. Results suggested that the likelihood of having questions or concerns about the school district was quite high among both parents and businesses. In spite of the relatively large number of questions or concerns,few parents or b usinesses contacted the school district for assistance. Data analysis and interpretation revealed numerous opportunities for corrective acti on. Finally, the article discusses the benefits and the dangers and po tential pitfalls in applying customer dissatisfaction measures in publ ic education.