Marketing a public university to international students

Stewart, Karen L.; Felicetti, Linda

doi:10.1080/15332969.1991.9984998

Cited by 10 publications

(9 citation statements)

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“…Hence by asking knowledgeable friends, consumers can obtain details about experience qualities (Gabbott and Hogg, 1994;Mortimer, 1997;Nagel, 1981;Woodhall, 1989;. The acquisition of word of mouth information acts as a risk reducing strategy for those embarking on Higher Education, which by its nature requires a great deal of involvement with the student as consumer (Friedman and Smith, 1993;Kellaris and Kellaris, 1988;Murray and Schlacter, 1990;Paulsen, 1990;Roberts and Allen, 1997;Saunders and Lancaster, 1982;Stewart and Felicetti, 1991;Zeithaml, Parasuraman and Berry, 1985).…”

Section: Student Decision-making Processmentioning

confidence: 99%

Decision‐Making Behaviour of Potential Higher Education Students

Moogan

Baron

Harris

1999

Higher Education Quarterly

173

158

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This paper examines the decision-making behaviour adopted by candidates hoping to gain entry into Higher Education. Whether or not the potential students operate a systematic process, thinking logically throughout each step and choosing the alternative with the most favourable ranking, is worthy of discussion. Secondary research confirms the many variables influencing this process, particularly within the USA. However, in-depth knowledge concerning the criteria that British students employ and their thoughts regarding decision-making is limited. Hence an exploratory study incorporating Sixth Form pupils of a High School in the NW of England and students from across the UK attending an open-day at a university also in the NW was undertaken. Results indicate that applicants do follow the sequential stages from 'problem recognition' to 'evaluation of alternatives' using parents' as well as teachers' advice throughout, although there seems to be a gap in the information needs of potential students, which many universities are not currently satisfying.

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Section: Student Decision-making Processmentioning

confidence: 99%

Decision‐Making Behaviour of Potential Higher Education Students

Moogan

Baron

Harris

1999

Higher Education Quarterly

173

158

View full text Add to dashboard Cite

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“…Many studies have attempted to describe the choices of international education, and to uncover various factors influencing those selections (Smart and Ang 1993b;Steward and Felicetti 1991). It is recognised that these choices are multi-criteria, complex, and unstructured.…”

Section: Introductionmentioning

confidence: 99%

A family affair: The effect of family on Thai students’ choices of international education

Pimpa¹

2005

High Educ

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This study examines the influence of family on Thai students' choices of international education. A qualitative phase indicated that influence from family can be slotted into one of five categories: finance, information, expectation, persuasion, and competition. The choices of international education can be classified into the decision to study abroad, choice of country, city, academic program, and of university. Subsequent quantitative analysis demonstrated that students from family with direct experience of study abroad are, themselves, subject to higher family expectation to study abroad than students from family without direct experience. The impact of social competition on students is more profound for those from Bangkok, than for those from other areas in Thailand. Furthermore, Thai students from households comprising nuclear family are more highly influenced by family than individuals from extended and alternative family households. The study has implications for marketing practices in higher education institutions, in particular those which market themselves to Thailand.

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“…Several studies have focused on service quality in higher education. Stewart and Felicetti (1991) reported that a majority of students' in their study were dissatisfied with their business school for what they perceived to be insufficient orientation assistance on their arrival at the school. Tomovick, Jones and AI-Khatib (1996) examined the factors that influence the service quality perceptions of international students in US business schools.…”

Section: Service Quality In Higher Educationmentioning

confidence: 90%

"Assessing The Quality Of Higher Education Services Using A Modified Servqual Scale "

Çerri¹

2012

JASO

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The purpose of the study is to assess the service quality in high public education in Albania, using the SERVQUAL approach. Today Albanian public universities are facing fierce competition from private universities, so they find imperative focusing firmly on service quality they offer to students. The paper reports on a modified SERVQUAL survey of students from five public universities in Albania. The survey aims to capture the perceptions and expectations students have about the service they receive in respective universities, leading to an evaluation of overall perceived service quality based on gap analysis. The data analysis reveals interesting findings on students' perceptions of service quality in high education. The universities' management would benefit from these findings by knowing which gap should receive the most attention in order to gain competitive advantage. An improved service quality will also help them to face the competition from other high education institutions. The study confirms the SERVQUAL scale as a suitable tool in assessing service quality in public sector, holding the same strengths as in private sector. The continuous measurement of service quality in universities will help in engaging in a continuous improvement of this quality, creating a good basis for achieving higher objectives. Service quality measurement will also help in creating a marketorientation for public universities, focusing more on the student as a customer.

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Marketing a public university to international students

Cited by 10 publications

References 0 publications

Decision‐Making Behaviour of Potential Higher Education Students

Decision‐Making Behaviour of Potential Higher Education Students

A family affair: The effect of family on Thai students’ choices of international education

"Assessing The Quality Of Higher Education Services Using A Modified Servqual Scale "

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