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Full-Text Articles in Business
Beyond Service Attributes: Do Personal Values Matter?, Srinivas Durvasula, Steven Lysonski, A.D. Madhavi
Beyond Service Attributes: Do Personal Values Matter?, Srinivas Durvasula, Steven Lysonski, A.D. Madhavi
Marketing Faculty Research and Publications
Purpose – Service firms constantly look for ways to differentiate their offering. Recently, personal values have emerged as a way to understand how customers fulfill deeper needs when consuming a service. This paper aims to examine how personal values operate in the evaluation of higher education services. Like other services, marketing has become essential to higher education as universities compete aggressively for students and differentiate their service offerings. Although attribute-based measures such as SERVQUAL provide useful information to service providers, personal values may offer a deeper understanding of how customers judge the quality and desirability of an educational institution’s services. …
Marketing In Higher Education: A Stage Model Concerning Where It's Been And Where It's Going, Jeanne M Simmons, Gene R. Laczniak
Marketing In Higher Education: A Stage Model Concerning Where It's Been And Where It's Going, Jeanne M Simmons, Gene R. Laczniak
Marketing Faculty Research and Publications
The ideas of Williford (1987) are used to propose a four-stage model describing the evolution of marketing in many colleges and universities. It elaborates on the thinking endemic to strategic marketing management and frameworks drawn from business marketing which will likely become more prominent in higher education. (Author/GLR)