Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index 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.