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Customer satisfaction managers tend to be more concerned with simply measuring customer satisfaction than actually using the resulting information to build a business case for the improvement of service quality. Presents a simple methodology that any organization can use to move from measuring customer satisfaction to managing service quality using a four‐step procedure based on research; market damage assessment; action plan formulation; and policy implementation.

The need for dynamic and innovative skills and the importance of resources and individuals in pursuit of new opportunities prove to be extremely vital for the higher education institutions (HEI). The purpose of this paper is to develop a taxonomy of academics from HEI, based on their individual entrepreneurial orientation (EO).

The population in study was composed of teachers and researchers from worldwide HEI. The data collection was conducted through a questionnaire sent by an e-mail and the authors used the I-ENTRE-U scale to identify entrepreneurial-oriented teachers and researchers from HEI. A Latent Profile Analysis (LPA) was conducted to identify profiles of researchers with similar values in four EO dimensions.

The study allowed the authors to identify five profiles of researchers: downers, achievers, followers, defenders and rebels.

The results can be an important starting point for other researchers and practitioners hoping to evaluate academics’ EO in a higher education sector. The taxonomy also allows wider predictions about the behaviour of the profile members of profiles and relates it with other variables such as performance. Further contributions may be added by extending the data gathering from different geographical areas and/or different academic contexts, such that future studies could apply other LPA techniques and compare the results.

Only few studies have focussed on individual EO of scientists/academics, considering different national and regional contexts. To the best of the authors’ knowledge, this is the first empirical study that develops a taxonomy of academics from HEI, based on their individual EO.