COMPETITIVENESS IN HIGHER EDUCATION: A NEED FOR MARKETING ORIENTATION AND SERVICE QUALITY

被引：21
|
作者：
Stimac, Helena [1 ]
Simic, Mirna Leko [1 ]
机构：
[1] Fac Econ Osijek, Gajev Trg 7, HR-31000 Osijek, Croatia
来源：
ECONOMICS & SOCIOLOGY | 2012年 / 5卷 / 02期
关键词：
marketing; service quality; higher education; Croatia; Slovenia; Hungary;
D O I：
10.14254/2071-789X.2012/5-2/2
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：23 / 34
页数：12
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