ERIC Number: EJ1154561
Record Type: Journal
Publication Date: 2017
Abstractor: As Provided
Comparative Service Quality Metrics in Regular and Nonregular Undergraduate Marketing Programs: Implications for Marketing Education and Professionalism
Okpara, Gazie S.; Agu, Agu G.
Marketing Education Review, v27 n3 p141-150 2017
Nonregular higher education in Nigeria became an integral part of the university manpower development since 1960, when the Ashby Commission recommended establishing evening degree programs. These ubiquitous programs have contributed to national capacity-building and remain relatively unmonitored by the National Universities Commission. This article examined the relative service quality levels among 368 undergraduate students from the regular and nonregular marketing programs at Abia State University. The regular program served as the control. The study found that besides long results' turnaround time being the nonregular students' dominant stressor (followed by the state of facilities), the nonregular program deviated from an ideal benchmark by 81% as opposed to the regular program's 47%. The study recommended a paradigm shift in competitive university governance for nonregular marketing programs that prioritizes speedy results publication and facilities upgrade.
Descriptors: Marketing, Educational Quality, Governance, Universities, Benchmarking, Foreign Countries, Capacity Building, Undergraduate Students, Control Groups, Student Attitudes, Educational Facilities, Stress Variables, Statistical Analysis, Reputation, Gender Differences, Teacher Qualifications, Tuition, Costs, College Faculty, Reading Materials, Relevance (Education), Comparative Analysis, Questionnaires
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Publication Type: Journal Articles; Reports - Research; Information Analyses
Education Level: Higher Education
Authoring Institution: N/A
Identifiers - Location: Nigeria