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

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.

Citation

Nadiri, H. (2006), "Strategic Issue in Higher Education Marketing: How University Students’ Perceive Higher Education Services", Asian Journal on Quality, Vol. 7 No. 2, pp. 125-140. https://doi.org/10.1108/15982688200600020