engleski

Quality factors of high educational services at private educational institutions

This paper aims to show how and how much, the use of marketing activities in private educational institutions in Croatia, in the field of higher education, can affect customer satisfaction services, primarily student satisfaction, and how student satisfaction effects the creation of the overall positive climate and atmosphere which follows the process of providing educational services. The aim of the research is to determine the level of student satisfaction with services at private higher education institutions. The instrument used was a designed structured questionnaire. A total of 648 students participated in the research, 408 from private, i.e. 240 students from public faculties. Market oriented private educational institutions executed significant differentiation in terms of service, striving to improve educational services and enrich them with various additional activities and services in order to influence user / student satisfaction. Such behaviour of private educational institutions is the most frequent reason for the competitive success. Insisting on the quality of education does not make sense if users of those services - students - are not satisfied. The degree / level of student satisfaction will be an indicator of quality. Combined with interpersonal relationship network it might be a factor for the effective differentiation and positioning on increasingly competitive educational services market.

education ; higher educational services quality ; marketing ; marketing orientation ; interaction connectedness ; student satisfaction.

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