Purpose The purpose of this paper is to examine the relationships of service marketing mix (SMM) as service input and service output in terms of students’ performance, satisfaction and referral act in context to higher and technical education (HTE) through the application of structural equation modeling. Design/methodology/approach A quantitative research, conducted through a self-administered survey composed by a closed-ended structured questionnaire, was incorporated for the students who were enrolled in the technical educational institutions situated in the Khandesh region of India. Findings The findings of this study revealed that traditional SMM is statistically linked with the performance of students in terms of skill and knowledge enhancement, satisfaction and referral act of students, which are perceptible new emerging SMM; performance, pleasure and pointing out in terms of service output. Practical implications Integrating SMM as service input and service output are productive for HTE in enhancing growth (quantitatively) by the inclusivity of diversified students and development (qualitatively) by enhancing their performance for global standing, making them satisfied and motivating them for recommending their institution to others. This integration can be utilized as a yardstick by the institutions for staying ahead in students’ market with a distinctive competitive advantage. Social implications Growth and development of HTE will raise a society’s quality of life and thereby increase a country’s socio-economic status. Originality/value The study has exhibited SMM as input and output of a service system that is useful for the growth and development of HTE. The measurement tool presented is effective in (re)framing policies on SMM as service input based on desired service output.

Purpose and Motivation: Engineeringplays a key rolein supportingthe growth anddevelopmentof a country'seconomy as wellas in improving thequality of life forcitizens.Most of developed countries witnessed economic growth with the contribution of women in engineering field. In developing countries like India women remainedunder-utilized resource.Women in engineering are probably the single best investment that can be made in the developing world.There is clearly room for improvementnot only in recruitingwomen into engineering, but also in retaining and promotingthose women who wish and do enter the profession. This study was designed to investigate a perception anddetermination of undergraduate womentowards accessing Engineering Education.The study has highlighted women's perceptions and experienceson accessing engineering education through institute's Marketing Mix strategies which enables women to take up strategic positions to enjoy success in engineering education and career. Findings of this study revealed that women students in engineering are better satisfied and act of referring services/program to others is higher than men students in terms of numbers for a particular set of marketing mix applied to gender.Research Methodology:A qualitative research survey through a structured questionnaire for the students who arestudying or have recently completed their engineering educationfrom reputed engineering institutes affiliated to the North MaharashtraUniversity, Jalgaon was conducted.Findings:The study discloseswomen's approach to engineering education in terms of marketing mix; program, price, place, promotion, people, physical evidence and process. Women tended to rate most the marketing criteria as having a higher level of importance than men.Women needed morecommunalsupport while making decision making of selection of engineering education.Research Limitations:The survey is delimited to the engineering education belonging to North Maharashtra University,Jalgaon and Khandesh region, a rural part of India.Practical Implications:Findings of the studywill be useful for the institutes and direct and indirect service providers of engineering education in developing a communication program and should be utilized and integrated into all aspects of the marketing program to attract women in engineering.

There is a rapid growth of technical education in last decade in terms of the number of institutes and intake capacity in India but non-directional. There is noticeable gap in between the actual no. of enrollments and intake capacity of these institutes. In the year 2015-2016, as per AICTE, New Delhi, 46% of seats were vacant in Technical Education in India. Segmentation and the ‘People' factor of service mixing is very important aspects in education services. The purpose of this article is to highlight the influence of the people mix on geographical and demographical factors of students in selecting technical educational institutes. Different communication strategies of people mix can be used based on geographical and demographical factors, which will confirm growth as well as the development of technical education in the proper direction.

No abstract