engleski

Impact of study motives and perceived education service quality on study success: A cross-cultural research

Due to institutional and market changes in the area of higher education in transitional economies in Central and Eastern Europe, universities are faced with increasing demands on education service quality, which requires a higher degree of marketing concept implementation. The aim of this paper is to determine the relationship between students’ motivation to study business, their perception of different aspects of educational service quality and the final product quality – study success. Three Business Schools (Osijek, Croatia - EFO, Ljubljana, Slovenia – FELU and Szeged, Hungary - GTK)) took part in this research. Image and reputation of the higher education institution is the most important factor influencing directly students’ perception of education service quality and study success.

marketing; higher education; education service quality

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