The strategy of marketing quality management through relationships in educational services at the level of higher education
A contemporary issue in educational service management at the level of higher education is comprehension of basic ideas, especially realising the fact that 'a student = a customer' and 'a higher education institution = knowledge company' and the consequent relations between the student and the lecturer or administration employee are relations 'supplier - customer'. The lack of understanding so elementary interdependences completely excludes the possibility to apply marketing approach to educational institution management. The authors of the current article, basing on the heritage of the Polish sector of professional services (including education), are going to prove that the only kind of marketing for an innovative contemporary international university is the relationship marketing, and the strategy designed on the basis of that view and the new interpretation of service quality might bring success in educational service sector at the level of education, where market mechanisms have proved ineffective (mainly due to the state's too extensive interference). (original abstract)
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