Naslov
Održivi marketing u visokom obrazovanju
(Sustainable Marketing in Higher Education)

Autori
Meštrović, Dunja

Vrsta, podvrsta i kategorija rada
Ocjenski radovi, doktorska disertacija

Fakultet
Fakultet za menadžment u turizmu i ugostiteljstvu

Mjesto
Opatija

Datum
18.07

Godina
2022

Stranica
340

Mentor
Bagarić, Lidija ; Meler, Marcel

Ključne riječi
održivi marketing ; visoko obrazovanje ; javna visoka učilišta ; uspješnost poslovanja ; kvaliteta usluge ; PLS-SEM
(sustainable marketing ; higher education ; public higher education institutions ; performance ; service quality ; PLS-SEM)

Sažetak
Održivi marketing definiran primjenom uravnoteženog pristupa koji uključuje i integrira ekonomske, ekološke i društvene ciljeve istovremeno zadovoljavajući potrebe svih dionika, uvažavajući pri tom potrebe budućih naraštaja, predstavlja fokus istraživanja ovoga doktorskog rada. Kako je utvrđen nedostatak istraživanja koja ispituju održivi marketing u kontekstu visokog obrazovanja, definirani temeljni ciljevi ovoga rada su: istražiti i oblikovati sustavan i sveobuhvatan kritički prikaz postojećih teorijskih spoznaja iz područja održivog marketinga, razviti i testirati konceptualni model za mjerenje povezanosti konstrukta održivi marketing visokog učilišta određen trima dimenzijama: promicanjem i obrazovanjem za održivi razvoj, aktivnostima održivog marketinga te doprinosima implementacije, s uspješnošću poslovanja visokog učilišta sagledanu kroz: kvalitetu usluge i uspješnost postizanja višestrukih ciljeva te testirati postavljene hipoteze rada. Provedeno je primarno kvantitativno empirijsko istraživanje metodom ispitivanja pomoću online upitnika na uzorku od 1.663 studenata te 380 ostalih dionika visokog obrazovanja. Utvrđene su statistički značajne razlike u prosječnim ocjenama čestica mjernog konstrukta održivi marketing između studenata i ostalih dionika visokog obrazovanja. Za promatrane uzorke kreirana su dva strukturna modela, potvrđena je njihova pouzdanost i valjanost te je potvrđena multidimenzionalna struktura konstrukta održivi marketing. Primjenom metode parcijalnih najmanjih kvadrata modeliranja strukturnim jednadžbama (PLS- SEM) evaluirana su oba strukturna modela i testirani su pretpostavljeni odnosi među konstruktima. Rezultati istraživanja potvrđuju pozitivan utjecaj održivog marketinga na uspješnost poslovanja visokog učilišta, sagledanu kroz kvalitetu usluge i uspješnost postizanja višestrukih postavljenih ciljeva. Znanstveni doprinos rada proizlazi iz proširenja znanstvenih spoznaja o primjeni koncepta održivog marketinga i njegove povezanosti s uspješnošću poslovanja u kontekstu visokog obrazovanja te kreiranja novog mjernog instrumenta za procjenu razine implementacije održivog marketinga visokog učilišta.

Izvorni jezik
Hrvatski

Znanstvena područja
Ekonomija

Napomena
Sustainable marketing, which emerged as the third
development phase of green marketing, evolved from
the economics of sustainable development. It is
defined as a simultaneous balanced approach that
incorporates and integrates economic,
environmental and social goals, while meeting the
needs of all stakeholders and respecting the needs
of future generations. Such an approach is
considered an
obligation, rather than an option, and it
represents the focus of this doctoral research.
In our post-industrial society, highly-educated
human resources and knowledge are the most
valuable resources and the key prerequisites for
the economic development, prosperity and well-
being of each
individual and of the society as a whole.
Therefore, the traditional role of higher
education and its institutions has become more
important, and this in turn determines great
challenges as these
institutions are considered the essence of
intellectual, cultural, social and technological
development of the community (Meštrović, 2017),
the fundamental lever and spitirus movens for
sustainable
development of the society as a whole.
Existing research in the field of sustainable
marketing is predominantly focused on for-profit
sector, while a further extensive and
comprehensive literature review identified the
lack of research
addressing sustainable marketing in the context of
public sector, including the higher education
sector and public higher education institutions.
In order to fill the identified research gap and
following the relevant research recommendations,
the basic objectives of this dissertation were
defined as follows: (1) to investigate and design
a systematic and comprehensive critical account of
the
existing theoretical knowledge in the field of
sustainable marketing, (2) to develop and test a
conceptual model aimed at measuring the impact of
sustainable marketing in higher education, defined
by
three dimensions: promotion and education for
sustainable development, sustainable marketing
activities and implementation benefits, on higher
education performance, assessed by service quality
and success in achieving the multiple objectives
of higher education institution, and (3) to test
the proposed hypotheses.
To achieve the empirical aims of the study, a two-
stage approach was adopted. The extensive
literature review was followed by exploratory
primary research suitable to explore the attitudes
and
perceptions of key stakeholders on sustainable
marketing and its application in higher education
institutions using a developed measurement
instrument to capture attitudes and perceptions
towards manifest forms of sustainable marketing in
higher education. The research was conducted using
a pre-tested online questionnaire on a purposive
sample of experts, where 104 valid and complete
responses from selected stakeholders related to
higher education were received. A qualitative
analysis was conducted using the Hotjar online
numerical coding and content analysis application
(Hotjar Ltd., 2014-2019) to gain insight into
perceptions and understanding of the concept and
the meaning of sustainable marketing by higher
education stakeholders. The quantitative analysis
of the
collected data was then applied using the
Statistical Package for Social Sciences (SPSS
23.0) programme to determine dimensionality,
validity and reliability of the measurement
instrument.
Subsequently, the Exploratory Factor Analysis
(EFA) using Principal Components Analysis (PCA)
with Varimax rotation was applied to determine the
manifest variables of the construct (Mejovšek,
2013),
aiming to distinguish its fundamental factors
since the factor structure was not already known
from previous studies. The multidimensional
structure of the proposed measurement instrument
of
sustainable marketing in higher education
(Meštrović et al., 2021) and the unidimensional
structure of the developed measurement instrument
for the multiple objectives of higher education
institutions
were determined, to be used in the main study.
Following the pilot testing, the main primary
quantitative empirical research was conducted as
in prior exploratory research, using an anonymous
Google Forms online questionnaire between May 10
and May
30, 2019. Using a convenience sample in addition
to a snowball sampling to access a wider range and
number of higher education stakeholders, a total
number of 12.317 respondents approached the
questionnaire. Since all survey questions were
mandatory, the number of completed questionnaires
without missing values reached 2.189, and after
the data cleaning, 146 questionnaires were
excluded due
to the inconsistencies in responses, illogical
responses and responses with often extreme or same
answers through a series of posed questions.
Finally, a t

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