Competitiveness in Higher Education: a Need for Marketing Orientation and Service Quality

Information
Title: Competitiveness in Higher Education: a Need for Marketing Orientation and Service Quality
Issue: Vol. 5, No 2, 2012
Published date: 20-11-2012 (print) / 20-11-2012 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Helena Štimac
Mirna Leko Šimić
Keywords: marketing, service quality, higher education, Croatia, Slovenia, Hungary
DOI: 10.14254/2071-789X.2012/5-2/2
DOAJ: https://doaj.org/article/d748459fda02442aa432afcc9491b76a
Language: English
Pages: 23-34 (12)
JEL classification: A23, M31
Website: https://www.economics-sociology.eu/?185,en_competitiveness-in-higher-education-a-need-for-marketing-orientation-and-service-quality
File https://www.economics-sociology.eu/files/06_Stimac_Leko_1_1.pdf
Abstract

The aim of this paper is to determine the relationship between students’ expectations at time of enrollment at higher education institution and their perception of different aspects of educational service quality received. Three Business Schools (Osijek, Croatia – EFO, Ljubljana, Slovenia – FELU and Szeged, Hungary – GTK) took part in this research which was based on SERVQUAL model. The higher education market in Croatia, Slovenia and Hungary was analyzed, the competitive ability of individual faculty was determined and the possible marketing strategies in order to improve their educational service quality.