Journal of Marketing for Higher Education 

About: Journal of Marketing for Higher Education is an academic journal published by Haworth Press. The journal publishes majorly in the area(s): Higher education & Service quality. It has an ISSN identifier of 0884-1241. Over the lifetime, 580 publications have been published receiving 14436 citations.

Key Factors Influencing Student Satisfaction Related to Recruitment and Retention

Abstract: In order to attract and retain students, universities must identify and meet student expectations. This article examines which aspects of a student's educational experience are more important in influencing student satisfaction. The findings show that “student centered-ness,” “campus climate,” and “instructional effectiveness,” have a strong impact on how satisfied a student is with his/her overall educational experience. The results also suggest that recruitment strategies may require emphasizing different aspects of a student's educational experience than retentio strategies.

Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality

Abstract: The present research examined relationships between satisfaction and quality judgments of college services. Students (N = 736) completed a questionnaire (SERVQUAL) to investigate perceived service performance of a university college. At the same time, they were asked about satisfaction with specific aspects of the program offered by the college. Three dependent measures of satisfaction were used: global satisfaction, willingness to recommend the college, and satisfaction with value received from the educational experience. Results indicated that the perceived quality of the educational offering and service quality explained different amounts of the variance in satisfaction. The article concludes with a discussion of the implications of the relative importance of actual and augmented product characteristics in explaining satisfaction.

Education as Service: The Understanding of University Experience Through the Service Logic

Abstract: With the marketization of UK higher education, this paper develops a framework from services marketing that can assist universities in understanding what market orientation means and how students would value their offerings. Our study shows that the core service in a university experience is a learning experience that is cocreated and that the value is emergent, unstructured, interactive, uncertain, with a hedonic dimension. Our paper modifies the gap model of service quality to show that an ideological gap exists that may also impede the quality of the university experience. We propose that a one-sided expectation by students leads to student consumerism and disengagement. Paradoxically, we show that a true student-orientated marketing puts the university ideology at the center of marketing efforts and that marketing may well be an effective tool to communicate such ideologies.

Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis.

Abstract: A correspondence analysis technique was employed to elicit information from international students pertaining to their choice of study destination. A survey of international students at a major Australian university revealed that the proximity of the city to the students' home countries, in addition to safety, the educational quality/variety, etc. were the main reason for choosing this city for their study. Other reasons for choice included cost of living and tuition fees. A correspondence analysis (CA) data analysis technique was employed resulting in a two-dimension solution on a safety/proximity and quality/familiarity continuum was considered acceptable. The two-dimension solution with a significant chi-square (χ2) value accounted for 93% of the total variance explained. Results were discussed and future research directions were indicated.