Qualitative Analysis of Satisfying and Dissatisfying Factors in a University–Industry Cooperation Programme

Abstract

Using qualitative semistructured interviews, this study aims to analyse the satisfying and dissatisfying factors in a university–industry cooperation programme. Work experience, monetary benefit, HR policies, language and time are important factors determining the satisfaction and dissatisfaction of students towards a university–industry cooperation programme. Results help in evaluating and identifying the sustainability of a programme. Marketing practitioners can consider the results in designing corresponding marketing strategies, and HR managers and programme coordinators can formulate guidelines for future improvements of related programmes.

Keywords

• university–industry cooperation
• sustainability
• satisfaction
• Macau