Economics & Sociology
ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789XIndex PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article 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 |
| Index PUBMS: | 20debd61-aa13-11e7-8eae-080027f4daa0 |
| 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 |
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.