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Competitiveness in Higher Education: A Need for Marketing Orientation and Service Quality (CROSBI ID 188923)

Prilog u časopisu | izvorni znanstveni rad | međunarodna recenzija

Štimac, Helena ; Leko Šimić, Mirna Competitiveness in Higher Education: A Need for Marketing Orientation and Service Quality // Economics & sociology, 5 (2012), 2; 23-34

Podaci o odgovornosti

Štimac, Helena ; Leko Šimić, Mirna

engleski

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

Given the higher education market complexity and dynamics, higher education institutions have to constantly think about the present and future needs of the society, i.e. of the labor market and about competition between public and private higher education. 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.

Marketing; higher education; Croatia; Slovenia; Hungary

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Podaci o izdanju

5 (2)

2012.

23-34

objavljeno

2071-789X

2306-3459

Povezanost rada

Ekonomija

Indeksiranost