Investigation of critical events of service encounters affecting the satisfaction of students in Islamic Azad University, Ashtiyan Branch

Today, the quality of services, due to its clear association with issues of customer retention and profitability in most service industries, including universities is a crucial issue. Higher levels of customer satisfaction will create more loyalty for them. This research is a field study aims to identify critical events effective in measuring the quality of services provided to students of Islamic Azad University, Ashtiyan Branch. Population of the study consisted of all the students studying at the university. In this study, using regression and correlation coefficients methods the relation between the independent variables (dimensions of critical events) and the dependent variable (satisfaction) was examined. The results of this study indicate that students' attitudes to aspects of critical events (Response to the failings of staff Service staff respond to the needs and demands of the customer, spontaneous and unexpected acts of employees) is correlated and affect both with each other and the dependent variable (satisfaction).