Evaluating the Student eXperience: A Scale that Includes Cultural Dimensions

Student eXperience (SX) is a particular case of Customer Experience (CX). SX refers to all perceptions and reactions, both physical and emotional, that a student or future student experiences in response to interaction with the various products, systems or services provided by a Higher Education Institution (HEI). Proper SX management allows increasing student satisfaction, which is related to student retention and satisfaction, in addition to the HEIs perceived quality ultimately related to their strategic advantage. It is for this reason that the SX evaluation is of great relevance. It is precisely for this reason that we have proposed to develop an evaluation scale to detect the HEI’s main strengths and weaknesses considering cultural aspects, which are not usually considered when analyzing the undergraduate student's journey. The development of our scale is based on dimensions of SX and national culture models. This work details the development and validation process of this tool. The validation consists of expert’s feedback as well as with statistical methods. Experts were from multiple cultural contexts, areas of specialization and gender. Furthermore, by working based on theoretical models we make sure that the approach proposed to the diagnostic processes for students was appropriate.