Naslov
Development of higher education service quality – a longitudinal research

Autori
Štimac, Helena ; Leko Šimić, Mirna

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Marketing in a Dynamic Environment – Academic and Practical Insights / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina - Lovran : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci ; Hrvatska udruga za marketing (CROMAR), 2013, 537-550

ISBN
978-953-7842-18-5

Skup
23rd CROMAR Congress: Marketing in a Dynamic Environment – Academic and Practical Insights

Mjesto i datum
Lovran, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Marketing; Higher education; Education service quality; Faculty of Economics in Osijek

Sažetak
In developed countries higher education has a significant role in economic and social development. Nowadays, in Croatia it is harder than ever to predict which skills will be needed in the next ten years. Education service quality is becoming increasingly important for those who are directly or indirectly involved or use services of higher education. The purpose of this research is to analyze the development of education service quality at the Faculty of Economics in Osijek, from 2005 when Bologna system was implemented until today. Different aspects of education service quality at Faculty of Economics in Osijek during the last six years were examined and some measures for their improvement are suggested. Longitudinal research of students’ perceptions of education service quality was based on adapted SERVQUAL model. In data analysis descriptive statistics, comparative analysis, multivariate analysis (factor analysis, method of principal axis factoring and reliability analysis), ANOVA, and IP analysis were used. The results showed that the education service quality has improved when Bologna system started. However, satisfaction is significantly decreased in the last term of measurement. Some factors influence on lower evaluation of education service quality – decreased employability which is result of economic crisis, increased study costs, decline in image and reputation of the Faculty and uncompleted harmonization of programs with the Bologna process and criteria as well as with labor market needs and requirements, and because of the increasing competition in higher business education. Based on the research results the possible marketing strategies are suggested in order to improve educational service quality.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA