This study focuses on segmentation feasibility within the private college/university market. There is considerable overlap for private and public college/university students with respect to their consideration criteria; however, previous research suggests that there are some criteria that appear to be differentially important based on the type of…

This research endeavors to understand whether certain professors have customer-based brand equity (CBBE) in the minds of students. Consequently, the purpose of this study is to conceptualize, develop, and empirically test a model of customer-based professor brand equity. Survey data gathered from 465 undergraduate business students were used to…

Over the last decade, many universities attempted to improve their public image by changing their corporate visual identity (CVI) and/or name. Despite the prevalence of such practices, little research has been conducted into their effectiveness. The research reported here focused upon one facet of the higher education branding debate, that of the…

Malaysia is a newly industrialized market economy and reliant upon foreign direct investment to increase its economic outlook. Being located in a strategic position between Asia, Australasia and Oceania has made it an attractive proposition for foreign higher education providers wanting to expand their international presence. Despite this, there…

Substantial discussion has been going on surrounding the potential negative consequences of a customer orientation in college education. A major concern stems from the ideological gap--the perceived differentiation between what the students want and the educators' view of what is in the best interests of the students. A key aspect of the…

This paper aims at exploring student needs and motives to pursue higher education in Syria. Based on the model of student buyer behavior developed by Kotler and Fox in 1995, the study focuses on the first step of this model, so-called motives. The study results are based on qualitative data collected by means of semi-structured styles of…

The purpose of this investigation is to understand the antecedents of student loyalty in the Brazilian context. In particular we address the impact of student trust, commitment and quality perception on loyalty. A quantitative study was conducted among business management student majors from two private Brazilian Higher Education Institutions…

The research focus was a non-academic service quality assessment within higher education. In particular, non-academic service quality perceptions of faculty and students were evaluated using a service profit chain. This enabled a comparison which helped understanding of non-academic service quality orientation from a key users' perspective. Data…

Quality of education has been a concern for decades. Gradually it is becoming more specialised and commercialised throughout the world. In this study a sample of 400 students were taken from the five renowned private universities of Bangladesh for measuring perception toward education quality of existing students. Principle component analysis was…

This paper seeks to understand the criteria which students use to evaluate teaching effectiveness. Using structural equation modeling with a sample of business students from Egypt, the findings indicate that the above criteria comprise six factors: organization of the course, fairness of grading, workload difficulty, student-instructor…

This paper focuses on students' perception of value, trust and loyalty and how these constructs connect in the context of higher education in Brazil. For this endeavor we conducted a survey among undergraduate business students in Brazil. The findings suggest that trust in faculty and trust in staff positively affects students' trust in management…

As a result of the past decade's financial crises, the focus on students' values as an output of higher management education has increased. Simultaneously, marketing theory has become prevalent in the management of higher education institutions, such that student satisfaction represents a key output variable for their service provision. This study…

In this difficult economic climate state policy makers are increasingly focused on higher education as an economic development tool. Many rust belt states are looking to transform themselves from a state dependent on manufacturing and agriculture to a more diverse knowledge based economy. Many nations use higher education as a catalyst for…

As competition intensifies, higher education providers are facing ever more complex challenges in attracting and retaining students. These new marketing challenges have necessitated a need to more comprehensively understand the factors that lead to positive perceptions of the institutions services, as well as positive referral of the brand. This…

Anyone interested in the future or current state of undergraduate education would gain something from picking up a slim-volumed and rather dull-looking book entitled "Scholarship reconsidered: Priorities of the professoriate" by American academic, Ernest Boyer. In a matter of only 81 pages, Boyer delivers a critically damning assessment of the…