This paper develops a student relationship model which highlights the role of gratitude in impacting students' positive perceptions, attitudes, and behavioral intentions towards their higher education providers. Using theories from services marketing and positive psychology, we develop and test a gratitude relationship model. A field survey,…

Service-marketing education provides students customer service skills sought by employers who recognize the relationship between service and profit. Students in service marketing benefit from active-learning activities with actual organizations to apply customer service frameworks taught in the course. The purpose of this paper is to describe an…

This exploratory research paper addresses undergraduate business student course instruction method preferences both pre and post COVID-19. A survey was given to a convenience sample of undergraduate business students across four areas of business: Accounting, Financial Services, Marketing/Management, and Health Care at a small university in the…

The research explores community orientation (CO) perceptions and their potential outcomes within a higher education context. The study follows a three-step approach that draws from service marketing, organization theory, and higher education literature. Subsequently, a qualitative approach is adopted to develop the research model, followed by a…

The quality agenda of higher education has a clear focus on teaching and learning. In this study, we apply a service marketing approach (GAP model) to discover the psychological contract (implicit expectations and obligations) of Hungarian higher education students (N = 356), exploring their expectations, satisfaction, obligations and self-image.…

Purpose: The purpose of this paper is to investigate how the effects of 8Ps of services marketing affect students' selection of self-financing sub-degree programmes in Hong Kong. The factors that affect students' selection of self-financing sub-degree programmes have not been studied in higher education market of Hong Kong. This research is to…

This investigation used the 7 P's Service Marketing Mix (i.e., product, price, place, promotion, people, physical evidence, and processes) to review development and recruitment strategies of special education alternative teacher preparation programs. Articles published between 1997 and 2018 were reviewed to identify alternative teacher preparation…

Higher education has witnessed unprecedented changes in the last two decades -- a highly competitive global market, varying nature of work, industry expectations, learning preferences, advancement in technology, and to top it all a pandemic. To sustain and remain competitive Higher Educational Institutions (HEIs) have shown an increased interest…

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…

This paper analyses the student decision-making model for international postgraduate (PG) students with a concentration on consumer service marketing principles. Using a grounded theory approach and exploratory techniques (focus groups), it investigates qualitatively why the UK is the destination choice, the rationale for the programme of study…

Purpose: The rapid adoption of social media has resulted in a fundamental shift in the way communication and collaboration take place. While social media is recognized as an important marketing communication tool, it has become overlooked how social media marketing activities (user-generated and firm-generated content) influence brand equity…

The aim of this study is to examine the state of marketing in the sphere of physical culture and sport and develop methodological foundations of sports and health services marketing on its basis. In the study we adhere to the following philosophical and pedagogical strategies--methodological principles: axiological, humanistic and synergistic…

This study examined the current operationalization of communication centers. Surveying center directors (N = 47), day-to-day operations were analyzed through descriptive statistics and thematic analysis. Specifically, directors provided responses about current institutional context and structure, services, training, marketing, challenges, and…

Purpose: The purpose of this paper is to integrate service marketing and higher education (HE) literature to develop and test a model that links customer participation behaviour with student overall satisfaction that stems from satisfaction with service augmentation elements. It also examines the influence of brand choice attainment on both…

Despite the recent focus on disruptive student behaviors in the classroom, little attention has been given to disruptive faculty behaviors. Utilizing theoretical concepts developed in the services-marketing literature, this study empirically explores student perceptions of disruptive faculty behaviors in the classroom. More specifically, this…