INVESTIGATING THE RELATIONSHIP BETWEEN STUDENT SATISFACTION CRITERIA: A HYBRID MODEL BASED ON DEMATEL AND CANONICAL CORRELATION ANALYSIS

This study aims to investigate the relationship between students’ satisfaction criteria with a hybrid model, conducting both DEMATEL and Canonical Correlation Analysis. The dataset is obtained from Turkey University Satisfaction Survey (TUSS) 2020, consisting of a total of 192 universities and 39,386 students. TUSS has six factors, namely, "campus and the fulfilment of campus life”, “academic support and interest”, “richness of learning opportunities and resources”, “personal development and career support”, “satisfaction with the learning experience”, and “ satisfaction with the institution’s management and operation”. DEMATEL is conducted to understand the cause and effect relationship and group these factors into two categories as dependent and independent sets. To investigate the relationship between these sets more deeply, Canonical Correlation Analysis is (CCA) carried out. The results of CCA are interpreted through canonical weights, canonical loadings, canonical cross-loadings, the proportion of explained variance, and redundancy index. The findings of the study suggest that to increase the overall satisfaction towards the institution, academic support and interest, as well as personal development and career support, should be delved into very carefully.