Competitiveness in Higher Education: a Need for Marketing Orientation and Service Quality
Vol. 5, No 2, 2012
Helena Štimac Faculty of Economics Osijek Gajev trg 7 Croatia HR-31000 Osijek Tel. +385/31/224-400 Fax. +385/31/211-604 E-mail shelena@efos.hr
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Competitiveness in Higher Education: a Need for Marketing Orientation and Service Quality |
Mirna Leko Šimić Faculty of Economics Osijek Gajev trg 7 Croatia HR-31000 Osijek Tel. +385/31/224-400 Fax. +385/31/211-604 E-mail lekom@efos.hr
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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.
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Received: June, 2012 1st Revision: July, 2012 Accepted: September, 2012 |
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JEL Classification: A23, M31, P2 |
Keywords: marketing, service quality, higher education, Croatia, Slovenia, Hungary. |