International Journal of Quality Innovation

Korean Society for Quality Management (한국품질경영학회)
권호 표지

Strategic Issue in Higher Education Marketing: How University Students' Perceive Higher Education Services

  • Nadiri, Halil (Department of Business Administration, Eastern Mediterranean University)
  • Published : 2006.08.30
Download PDF
⟨ Previous Next ⟩

Abstract

One of the most important service industries that emerged in the last decade is "Higher Education". The most of the higher education institutes involve in marketing efforts to build up a good image, to improve the level of satisfaction of students and the stakeholders, to gain competitive advantage with respect to competitors and as well as to increase their market share. Within this intense competition universities should identify and meet the expectations of students to attract more and to retain the existing students. This study is to gain more insights into the dimensions of satisfaction of the university students and factors that affecting their judgments. SSI educational experience questionnaire is used to identify the importance and performance perceptions of students' in Eastern Mediterranean University among different dimensions and also study find out the difference between importance and performance scores of eleven educational experience dimensions. Results show that "Academic Advising", "Instruction Effectiveness", "Recruitment and Financial Aid" and "Student Centeredness" was very important to students. Study also provides managerial implications as well.

Keywords

References

  1. Aaker, D. A., Kumar, V., and Day, G. S.(1995), Marketing Research, 5th Edition, John Wiley, New York
  2. Allen, J. and Davis, D.(1991), 'Searching for excellence in marketing education: The relationship between service quality and three outcome variables,' Journal of Marketing Education, Spring, pp. 47-55
  3. Barnett, R.(1992), Improving Higher Education: Total Quality Case, Open University Press, Buckingham, U.K
  4. Beltyukova, S. A. and Fox, C. M.(2002), 'Student satisfaction as a measure of student development Towards a Universal Metric,' Journal of College Student Development, Vol. 43, No. 2, pp. 1-12
  5. Berry, L. L. and George, W. R.(1975), 'Marketing the university opportunity in an era of crises,' Atlanta Economic Review, July/August, pp. 4-8
  6. Berry, L. L. and Parasuraman, A.(1993), ' Building a new academic field-the case of services marketing,' Journal of Retailing, Vol. 69, No. 1, Spring, pp. 13-60 https://doi.org/10.1016/S0022-4359(05)80003-X
  7. Burggraff, W.(1997), 'Management skills from different educational settings,' International Journal of Educational Management, Vol. 11, No. 2, pp. 65-71 https://doi.org/10.1108/09513549710163952
  8. Conway, T., Mackay, S., and Yorke, D.(1994), 'Strategic planning In higher education: Who are the customers?,' International Journal of Education Management, Vol. 8, No. 2, pp. 29-36
  9. Davis, B. and Ellison, L.(1998), 'Future and strategic perspectives in school planning,' International Journal of Educational Management, pp. 133-140
  10. Day, G. S.(1994), 'The capabilities of market-driven organisations,' Journal of Marketing, Vol. 58, No. 4, pp. 37-52 https://doi.org/10.2307/1251915
  11. Dickter, E.(1985), 'What's in an image?,' The Journal of Consumer Marketing, Winter, pp. 75-81
  12. Dondero, G. M.(1997), 'Organizational climate and teacher autonomy: Implications for educational reform,' International Journal of Educational Management, Vol. 11, No. 5, pp. 218-221 https://doi.org/10.1108/09513549710174914
  13. Doyle, J. L.(1998), 'Class, consumerism and education,' International Journal of Educational Management, Vol. 12, No. 4, pp. 183-187 https://doi.org/10.1108/09513549810220641
  14. Elliott, M. K. and Healey, A. M.(2001), 'Key factors influencing student satisfaction related to recruitment and retention,' Journal of Marketing for Higher Education, Vol. 10, No. 4, pp. 1-11
  15. Fram, E. H.(1974/75), 'Marketing revisited: Clarifying concepts and strategies,' College Board Review, Winter, pp. 6-8
  16. Gronrooss, C.(1990), Services Management and Marketing, Lexington Books, Massachusetts
  17. Guolla, M.(1999), 'Assessing the teaching quality to student satisfaction reationship: Applied customer satisfaction research in the classroom,' Journal of Marketing Theory and Practice, Vol. 7, No. 3, pp. 87-97 https://doi.org/10.1080/10696679.1999.11501843
  18. Gyure, F. J. and Arnold, G. S.(2001), 'Using 'Relationship Marketing' theory to develop a training model for admissions recruiters,' Journal of Marketing for Higher Education, Vol. 10, No. 4, pp. 35-49 https://doi.org/10.1300/J050v10n04_03
  19. Hollingshead, B. and Griffith, J.(1990), Mature Students Marketing and Admission Policy -Strategies for Polytechnics and Colleges, CNAA, London
  20. Kohli, A. K. and Jaworski, B. J.(1990), 'Market orientation: The construct, research propositions and managerial implications,' Journal of Marketing, Vol. 54, April, pp. 1-18
  21. Kotler, P.(2003), Marketing Management, 11th Edition, Prentice Hall, USA
  22. Kotler, P. and Fox, K.(1985), Strategic Marketing for Higher Educational Institutions, Prentice-Hall, Englewood Cliffs, NJ
  23. Kotze T. G. and Plessis P. J. Du,(2003), 'Students as 'Co-producers' of education: A proposed model of student socialisation and participation at tertiary institutions', Quality Assurance in Education, Vol. 11, No. 4, pp. 186-201 https://doi.org/10.1108/09684880310501377
  24. Kranchenberg, A. R.(1972), 'Bringing the concept of marketing to higher education,' Journal of Higher Education, Vol. 51, January/February, pp. 40-59 https://doi.org/10.2307/1981124
  25. Le Blanc, G. and Nguyen, N.(1997), 'Searching for excellence in business education: An exploratory study of customer impressions of service quality,' International Journal of Educational Management, Vol. 11, No. 2, pp. 65-71 https://doi.org/10.1108/09513549710163952
  26. Lundsrom, W. J., White, D. S., and Schuster, C. P.(1996), 'Internationalizing the marketing curriculum; the professional marketer's perspective,' Journal of Marketing Education, Vol. 18, Summer, pp. 5-16 https://doi.org/10.1177/027347539601800202
  27. Mazzarrol, T.(1998), 'Critical success factors for international education marketing,' International Journal of Education Management, Vol. 12, No. 4, pp. 163-175 https://doi.org/10.1108/09513549810220623
  28. Moore, P. G.(1989), 'Marketing higher education,' Higher Education Quarterly, Vol. 43, No. 2, Spring, pp. 108-124 https://doi.org/10.1111/j.1468-2273.1989.tb01499.x
  29. Morstain, B. R.(1977), 'An analysis of student satisfaction with their academic programs', Journal of Higher Education, Vol. 48, January-February, pp. 1-16 https://doi.org/10.2307/1979171
  30. Narver, J. C. and Slater, S. F.(1990), 'The effect of a market orientation or business profitability,' Journal of Marketing, Vol. 54, October, pp. 20-35 https://doi.org/10.2307/1251757
  31. Naude, P. and Ivy, J.(1999), 'The marketing strategies of universities in the United Kingdom,' The International Journal of Educational Management, Vol. 13, No. 3, pp. 126-134 https://doi.org/10.1108/09513549910269485
  32. Nicholls, J., Harris, J., Morgan, E., Clarke, K., and Sims, D.(1995), 'Marketing higher education: The MBA experience,' The International Journal of Educational Management, Vol. 9, No. 2, pp. 31-38 https://doi.org/10.1108/09513549510082369
  33. Palihawadana, D. and Holmes, G.(1999), 'Modeling Module Evaluation in Marketing Education,' Quality Assurance In Education, Vol. 7, No. 1, pp. 41-46 https://doi.org/10.1108/09684889910252531
  34. Parasuraman, A., Zeithmal, V., and Berry, L.(1985), 'A conceptual model of service quality and its implications for future research,' Journal of Marketing, Vol. 48, pp. 41-50 https://doi.org/10.2307/1251509
  35. Parasuramann, A., Berry, L. L., and Zeithaml, V.(1993), 'More on improving service quality measurement,' Journal of Retailing, Vol, 69, Spring, pp. 140-147 https://doi.org/10.1016/S0022-4359(05)80007-7
  36. Robinson, A. and Long, G.(1988), 'Substances v.s trapping in marketing non-advanced F. E,' Journal of Further and Higher Education, Vol. 21, No. 1, pp. 42-53
  37. Roszkowski, J. M.(2003), 'The nature of the importance- satisfaction relationship in ratings: Evidence from the normative data of the NOEL-LEVITZ Student Satisfaction Inventory,' Journal of customer Satisfaction and Complaining Behaviour, Vol. 16, pp. 211-221
  38. Shemwell, D. J., Yavas, U., and Bilgin, Z.(1998), 'Customer-service provider relationship: An emperical test of a model of service quality, satisfaction and relationship oriented outcome,' International Journal of Service Industry Management, Vol. 9, pp. 155-168 https://doi.org/10.1108/09564239810210505
  39. Smith, L. R. and Cavusgil, T. S.(1984), 'Marketing planning for colleges and universities,' Long Range Planning, Vol. 17, No. 6, pp. 105-116
  40. Spreng, R. A. and Mackoy, R. D.(1996), 'An empirical examination of a model of perceived service quality and satisfaction,' Journal of Retailing, Vol. 72, pp. 201-214 https://doi.org/10.1016/S0022-4359(96)90014-7
  41. Thomas, D. R. E.(1978), 'Strategy is different in service businesses,' Harvard Business Review, Vol. 56, No. 4, July-August, pp. 158-165
  42. Waugh F. Russell, (2003), 'Evaluation of quality of student experience at a university using a Rasch Measurement Model,' Studies in Educational Evaluations, Vol. 29, pp. 145-168 https://doi.org/10.1016/S0191-491X(03)00027-0
  43. Weaver, T.(1976), 'What is the good of higher education?,' Higher Education Review, Vol. 18, No. 3, pp. 3-14