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2012 | 5 | nr 2 | 23--34
Tytuł artykułu

Competitiveness in Higher Education : a Need for Marketing Orientation and Service Quality

Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
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. (original abstract)
Rocznik
Tom
5
Numer
Strony
23--34
Opis fizyczny
Twórcy
  • Josip Juraj Strossmayer University of Osijek, Croatia
  • Josip Juraj Strossmayer University of Osijek, Croatia
Bibliografia
  • AZVO, (Agency for Science and Higher Education Croatia). Available via http://www.azvo.hr. Accessed 15 Oct 2011.
  • Arambašić, S. (2009), Marketing u obrazovanju. Master thesis, Ekonomski fakultet Osijek, Osijek.
  • Barnett, R. (1992), Improving Higher Education: Total Quality Care. Buckingham, SRHE&OU.
  • Birnbaum, R. (2000), The Life Cycle of Academic Management Fads. J of High Education 71(1), pp. 1-16.
  • Crosby, PA. (1984), Quality without Tears. New American Library, New York.
  • Douglas, J., Douglas, A., Barnes, B. (2006), Measuring student satisfaction at a UK university. Qual Assur in Education, 14(3), pp. 251-267.
  • Fincher, C. (1994), Quality and diversity: the mystique of process. In Fincher C (ed) Defining and Assessing Quality. Institute of Higher Education, University of Georgia, Athens, GA, pp. 84-94.
  • Foster, ST. (2001), Managing Quality: An Integrative Aproach. Prentice Hall, Upper Saddle River, New Jersey.
  • Funda, D. (2008), Potpuno upravljanje kvalitetom u obrazovanju. Kigen, Zagreb.
  • Gajić, J. (2010), Marketing strategija u visokom obrazovanju. Dissertation, Ekonomski fakultet u Beogradu, Beograd.
  • Higher Education in Europe, (2009), Developments in the Bologna Process. Education, Audiovisual and Culture Executive Agency, P9, Eurydice, Brussels.
  • Hill, F. (1995), Managing service quality in higher education: The role of the student as primary consumer. Qual Assur in Education 3(3), pp. 10-21.
  • Ivošević, V. et al (2006), Vodič kroz osiguranje kvalitete u visokom školstvu. Socijaldemokratska studentska unija, Zagreb.
  • Joseph, M., Yakhou, M., Stone, G. (2005), An educational institution's quest for service quality: customers' perspective. Qual Assur in Education 13(1), pp. 66-82.
  • Juran, JM. (1982), Upper Management and Quality. Juran Institute, New York.
  • Juran, JM. (1988),. Juran on Planning for Quality. The Free Press, New York.
  • King Taylor, L. (1992), Quality: Total Customer Service. The Sunday Times Business Skills, London.
  • Leko Šimić, M., Carapić, H. (2008), Znanje marketinga u funkciji marketinga znanja, in: Grbac, B., Meler, M., (ed) Marketing u društvu znanja. CROMAR, Rijeka, pp 1-10.
  • Maringe, F., Gibbs, P. (2009), Marketing Higher Efucation, Theory and Practice, McGraw Hill, England.
  • Martensen, A. et al (2000), Measuring student oriented quality in higher education: application of the ECSI methodology. Available via http://www.blweb.it/esoe/tqmhe2/29.PDF. Accessed 31 Aug 2010.
  • OECD, (2010), Education at a glance. OECD Publishing.
  • Peter, J., Waterman, H. (1986), In search of excellence. Sydney, Australia: Harper and Row
  • Shannon, P. (1997), The Value Added Ration. Quality Press.
  • Statistical Office of the Republic of Slovenia, (2009), Slovenia and OECD member countries. Ljubljana.
  • Vroeijenstijn, AI. (1995), Improvement and Accountabilitty: Navigating Between Scylla and Charybda. Jessica Kingsley Publishers, London and Bristol, Pennsylvania.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171301111

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