Beyond Satisfaction: Exploring Engagement as a Strategic Lever for Organizational Performance in Language Centers in Morocco – A Qualitative Study

Abstract

While satisfaction has long been used as a key relational indicator, it appears insufficient to capture the full complexity of customer relationships, particularly in the context of education. This study explores how language centers in Morocco can shift from a satisfaction-driven approach to a more engagement-oriented model in managing student relationships. A qualitative methodology was employed, through a focus group consisting of 12 professionals, guided by a semi-structured interview protocol and with data analyzed using ATLAS.ti software. Findings reveal that student engagement encompasses affective, cognitive, and behavioral dimensions and can be fostered through organizational and staff-driven practices. Moreover, the study highlights relational outcomes of engagement, such as loyalty and value co-creation. By shedding light on the dynamics of engagement within educational services, the study contributes to the academic literature and offers practical insights for institutions aiming to build deeper, more meaningful relationships with their students.

Classification JEL: M31

Paper type: Empirical Research