engleski

Analysing influences on service quality in higher educational institutions: Role of students’ intrinsic and extrinsic motivators

Aim: Higher educational institutions (hereinafter HEI) to be competitive on the market should implement market orientation principles. This means that to obtain adequate information from the market, HEIs should analyse different influences on students’ decision- making process while deciding about their future education. Hence, purpose of this paper is to analyse intrinsic and extrinsic motivators that shape students' expected and perceived service quality of HEI. // Methodology: Paper tests Chapman model (1981) and analyses different students' motivators and their relationship with expected as well as with perceived service quality. Intrinsic motivators are approached as socio-economic status, results of admission procedures, prior student experience with HEI and educational aims. Extrinsic motivators are explored as significant individuals, HEI’s communication and HEI’s characteristics. Research focuses on decision- making phase where students are selecting HEI to continue their education. Service quality is based on Parasuraman, Zeithaml and Berry (1988) SERVQUAL scale. Research was conducted on 250 students enrolled in 1st year of study at public HEI in Croatia. // Results: Results point out that students’ extrinsic motivators are positively related to both expected and perceived service quality. While students’ intrinsic motivators have mixed relationships with expected and perceived service quality. Prior student experience with HEI is positively related to expected service quality. Education of mother, family income and prior experience with HEI are positively related to perceived service quality. While results of admission procedures are negatively related to perceived service quality. Paper offers implications for HEIs policy makers, marketing and communication managers identifying motivators that are influencing positively or negatively students’ decision- making while selecting HEI to continue their educational process.

service quality ; students' motivators ; higher educational institutions ; Croatia

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