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Marketing analysis of the higher education service sector in Malaysia: consumer perspective

Like many other service organizations, higher education institutions may want to review their marketing strategies in order to complete in the increasingly competitive market. It is crucial that higher learning institutions understand the perceptions and expectations of students and translate them i...

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Main Authors: Hussin, Siti Rahayu, Tan, Ho Soon, Md. Sidin, Samsinar
Format: Article
Language:English
Published: Universiti Putra Malaysia Press 2000
Online Access:http://psasir.upm.edu.my/id/eprint/3290/1/Marketing_Analysis_of_the_Higher_Education_Service_Sector_in_Malaysia.pdf
http://psasir.upm.edu.my/id/eprint/3290/
http://www.pertanika.upm.edu.my/view_archives.php?journal=JSSH-8-1-3
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spelling my.upm.eprints.32902015-09-10T08:36:58Z http://psasir.upm.edu.my/id/eprint/3290/ Marketing analysis of the higher education service sector in Malaysia: consumer perspective Hussin, Siti Rahayu Tan, Ho Soon Md. Sidin, Samsinar Like many other service organizations, higher education institutions may want to review their marketing strategies in order to complete in the increasingly competitive market. It is crucial that higher learning institutions understand the perceptions and expectations of students and translate them into marketing activities that would attract and retain students. The objective of the research is to explore student view on important criteria in selecting higher education institutions. Personal interviews with 210 student from both public and private higher learning institutions in Malaysia were carried out. Variables used include: academic programme, academic staff, facilities, pricing, and promotion. Data were analysed using Factor Analysis and Comparison of Means. Based on the study, students consider personal factors (job opportunities, availability of course, time required for completion, entry requirements, availability of part-time studies, marketability of degree); academic quality and facilities (quality of teaching, library collection, institution's reputation, facilities, programme structure); campus (campus size and layout, campus attractiveness, number of students); socialization (extra curricular activities, opportunity to meet friends); and financial aid & procedures (scholarship/financial aid, procedures and policies) as important criteria in selecting a higher learning institution. Based on Comparison of Means, rankings of variables influencing college choice decision by importance are as follows: quality of teaching, institution's reputation, marketability of degree, job opportunities, tuition fees, programme structure, time required for completion, facilities, availability of courses, and entry requirements. Universiti Putra Malaysia Press 2000-03 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/3290/1/Marketing_Analysis_of_the_Higher_Education_Service_Sector_in_Malaysia.pdf Hussin, Siti Rahayu and Tan, Ho Soon and Md. Sidin, Samsinar (2000) Marketing analysis of the higher education service sector in Malaysia: consumer perspective. Pertanika Journal of Social Sciences & Humanities, 8 (1). pp. 1-6. ISSN 0128-7702; ESSN: 2231-8534 http://www.pertanika.upm.edu.my/view_archives.php?journal=JSSH-8-1-3
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Like many other service organizations, higher education institutions may want to review their marketing strategies in order to complete in the increasingly competitive market. It is crucial that higher learning institutions understand the perceptions and expectations of students and translate them into marketing activities that would attract and retain students. The objective of the research is to explore student view on important criteria in selecting higher education institutions. Personal interviews with 210 student from both public and private higher learning institutions in Malaysia were carried out. Variables used include: academic programme, academic staff, facilities, pricing, and promotion. Data were analysed using Factor Analysis and Comparison of Means. Based on the study, students consider personal factors (job opportunities, availability of course, time required for completion, entry requirements, availability of part-time studies, marketability of degree); academic quality and facilities (quality of teaching, library collection, institution's reputation, facilities, programme structure); campus (campus size and layout, campus attractiveness, number of students); socialization (extra curricular activities, opportunity to meet friends); and financial aid & procedures (scholarship/financial aid, procedures and policies) as important criteria in selecting a higher learning institution. Based on Comparison of Means, rankings of variables influencing college choice decision by importance are as follows: quality of teaching, institution's reputation, marketability of degree, job opportunities, tuition fees, programme structure, time required for completion, facilities, availability of courses, and entry requirements.
format Article
author Hussin, Siti Rahayu
Tan, Ho Soon
Md. Sidin, Samsinar
spellingShingle Hussin, Siti Rahayu
Tan, Ho Soon
Md. Sidin, Samsinar
Marketing analysis of the higher education service sector in Malaysia: consumer perspective
author_facet Hussin, Siti Rahayu
Tan, Ho Soon
Md. Sidin, Samsinar
author_sort Hussin, Siti Rahayu
title Marketing analysis of the higher education service sector in Malaysia: consumer perspective
title_short Marketing analysis of the higher education service sector in Malaysia: consumer perspective
title_full Marketing analysis of the higher education service sector in Malaysia: consumer perspective
title_fullStr Marketing analysis of the higher education service sector in Malaysia: consumer perspective
title_full_unstemmed Marketing analysis of the higher education service sector in Malaysia: consumer perspective
title_sort marketing analysis of the higher education service sector in malaysia: consumer perspective
publisher Universiti Putra Malaysia Press
publishDate 2000
url http://psasir.upm.edu.my/id/eprint/3290/1/Marketing_Analysis_of_the_Higher_Education_Service_Sector_in_Malaysia.pdf
http://psasir.upm.edu.my/id/eprint/3290/
http://www.pertanika.upm.edu.my/view_archives.php?journal=JSSH-8-1-3
_version_ 1643822568925298688
score 13.211869

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