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Due to constantly increasing competition in the higher education market, customer or user satisfaction should be made the focal point of all higher education institutions. Creating happier, satisfied customers, whether they are students, their parents, donors, professors or employers, should be the primary objective which will also contribute to the quality of the educational institutions. In line with that, this paper aims to show the extent to which human factor (as a tool of marketing mix) and all elements associated with it, affect student satisfaction in higher education institutions. The survey was conducted on a sample of 703 respondents, i.e. students of four faculties which are part of the University Business Academy in Novi Sad. A questionnaire created specially for research purposes was used as an instrument for data collection. The analysis of collected data included correlation and regression analysis. The obtained results indicate a statistically significant correlation between the human factor and the satisfaction of students in higher education institutions. The paper touches upon the impact of each element on the satisfaction of students. Such analysis provides us with important indicators in terms of specific elements of human factor which should be improved if we want to improve the overall satisfaction of students in higher education institutions. Finally, the paper outlines possible conclusions and recommendations for further research on the basis of the obtained results.

The technology and economy are constantly changing by their nature, and because of that, there is some pressure on educational institutions to change their structure and functional characteristics. Parallel to global development, especially in the last quarter of a century, there has been an evident change related to the presentation of educational programs, educational technology, learning and teaching, as well as roles in the educational process typically performed by teachers and students. Schools must create a more efficient educational environment, which will take into account the educational needs, generate the knowledge, skills, attitudes, and develop an organizational strategy that will ensure the development of individuals and the sustainability of social life, which will prepare individuals for the inevitable change. Therefore, the paper deals with the problems of resistance to changes in higher education through a theoretical analysis of the problem, while also examining ways for overcoming resistance through concrete actions. The willingness and ability of employees to be actively and appropriately involved in the process of change is one of the key elements that affects the efficiency, profitability, reputation and survival of any organization.