Marketing for higher education institutions: Determinants of customers’ satisfaction at a Syrian Business School

Hiba Massoud, Huda Kaakeh, Rami M. Ayoubi

Research output: Contribution to conferencePaper

Abstract

Purpose of the paper: In 2001, a new legislative reform that governs the work of private universities in Syria took place. Since that time, competition in the Syrian higher education market became more apparent in both public and private sectors, and for the first time the concept of student as customer became much more popular in the higher education sector. Within the cooperation between the Syrian Government and the European Commission and with a budget of over 14 million Euros, the Higher Institute for Business Administration (HIBA) was founded in 2002. This institution is officially considered as the only public business school in Syria, and since its establishment, it attracted many students for both postgraduate and undergraduate. This study aims at identifying the determinants of customer (student)’ satisfaction at HIBA for MBA and EMBA students.
Design, methodology and approach: Using a quantitative survey of 52 factors quoted from a study done by Douglas et al (2006) and divided into 7Ps according to Ivy (2008) marketing mix model for business schools, both customer expectations and satisfactions were measured.
Findings: For 55 MBA and EMBA students who participated in the study, the descriptive analysis show that students' expectations were high before registering at HIBA, however, during the actual experience of the course, students’ satisfaction diminished. T-test and one way ANOVA showed that there is some variance between feelings of satisfaction for different groups.
Original languageEnglish
Publication statusPublished - 12 Apr 2011
EventICHME, American University in Cairo: 6th Annual Conference - Cairo, Egypt
Duration: 12 Apr 201118 Apr 2011

Conference

ConferenceICHME, American University in Cairo
Abbreviated titleICHME AUC
CountryEgypt
CityCairo
Period12/04/1118/04/11

Fingerprint

business school
marketing
customer
determinants
business administration
education
student
Syria
private university
European Commission
private sector
public sector
budget
reform
methodology
market
experience

Keywords

  • Higher education marketing
  • Students as customers
  • Customer expectation
  • Customer satisfaction

Cite this

Massoud, H., Kaakeh, H., & Ayoubi, R. M. (2011). Marketing for higher education institutions: Determinants of customers’ satisfaction at a Syrian Business School. Paper presented at ICHME, American University in Cairo, Cairo, Egypt.

Marketing for higher education institutions: Determinants of customers’ satisfaction at a Syrian Business School. / Massoud, Hiba; Kaakeh, Huda; Ayoubi, Rami M.

2011. Paper presented at ICHME, American University in Cairo, Cairo, Egypt.

Research output: Contribution to conferencePaper

Massoud, H, Kaakeh, H & Ayoubi, RM 2011, 'Marketing for higher education institutions: Determinants of customers’ satisfaction at a Syrian Business School' Paper presented at ICHME, American University in Cairo, Cairo, Egypt, 12/04/11 - 18/04/11, .
Massoud H, Kaakeh H, Ayoubi RM. Marketing for higher education institutions: Determinants of customers’ satisfaction at a Syrian Business School. 2011. Paper presented at ICHME, American University in Cairo, Cairo, Egypt.
Massoud, Hiba ; Kaakeh, Huda ; Ayoubi, Rami M. / Marketing for higher education institutions: Determinants of customers’ satisfaction at a Syrian Business School. Paper presented at ICHME, American University in Cairo, Cairo, Egypt.
@conference{ee77fc586481428797adf3f3d3447af7,
title = "Marketing for higher education institutions:: Determinants of customers’ satisfaction at a Syrian Business School",
abstract = "Purpose of the paper: In 2001, a new legislative reform that governs the work of private universities in Syria took place. Since that time, competition in the Syrian higher education market became more apparent in both public and private sectors, and for the first time the concept of student as customer became much more popular in the higher education sector. Within the cooperation between the Syrian Government and the European Commission and with a budget of over 14 million Euros, the Higher Institute for Business Administration (HIBA) was founded in 2002. This institution is officially considered as the only public business school in Syria, and since its establishment, it attracted many students for both postgraduate and undergraduate. This study aims at identifying the determinants of customer (student)’ satisfaction at HIBA for MBA and EMBA students.Design, methodology and approach: Using a quantitative survey of 52 factors quoted from a study done by Douglas et al (2006) and divided into 7Ps according to Ivy (2008) marketing mix model for business schools, both customer expectations and satisfactions were measured.Findings: For 55 MBA and EMBA students who participated in the study, the descriptive analysis show that students' expectations were high before registering at HIBA, however, during the actual experience of the course, students’ satisfaction diminished. T-test and one way ANOVA showed that there is some variance between feelings of satisfaction for different groups.",
keywords = "Higher education marketing, Students as customers , Customer expectation, Customer satisfaction",
author = "Hiba Massoud and Huda Kaakeh and Ayoubi, {Rami M.}",
year = "2011",
month = "4",
day = "12",
language = "English",
note = "ICHME, American University in Cairo : 6th Annual Conference, ICHME AUC ; Conference date: 12-04-2011 Through 18-04-2011",

}

TY - CONF

T1 - Marketing for higher education institutions:

T2 - Determinants of customers’ satisfaction at a Syrian Business School

AU - Massoud, Hiba

AU - Kaakeh, Huda

AU - Ayoubi, Rami M.

PY - 2011/4/12

Y1 - 2011/4/12

N2 - Purpose of the paper: In 2001, a new legislative reform that governs the work of private universities in Syria took place. Since that time, competition in the Syrian higher education market became more apparent in both public and private sectors, and for the first time the concept of student as customer became much more popular in the higher education sector. Within the cooperation between the Syrian Government and the European Commission and with a budget of over 14 million Euros, the Higher Institute for Business Administration (HIBA) was founded in 2002. This institution is officially considered as the only public business school in Syria, and since its establishment, it attracted many students for both postgraduate and undergraduate. This study aims at identifying the determinants of customer (student)’ satisfaction at HIBA for MBA and EMBA students.Design, methodology and approach: Using a quantitative survey of 52 factors quoted from a study done by Douglas et al (2006) and divided into 7Ps according to Ivy (2008) marketing mix model for business schools, both customer expectations and satisfactions were measured.Findings: For 55 MBA and EMBA students who participated in the study, the descriptive analysis show that students' expectations were high before registering at HIBA, however, during the actual experience of the course, students’ satisfaction diminished. T-test and one way ANOVA showed that there is some variance between feelings of satisfaction for different groups.

AB - Purpose of the paper: In 2001, a new legislative reform that governs the work of private universities in Syria took place. Since that time, competition in the Syrian higher education market became more apparent in both public and private sectors, and for the first time the concept of student as customer became much more popular in the higher education sector. Within the cooperation between the Syrian Government and the European Commission and with a budget of over 14 million Euros, the Higher Institute for Business Administration (HIBA) was founded in 2002. This institution is officially considered as the only public business school in Syria, and since its establishment, it attracted many students for both postgraduate and undergraduate. This study aims at identifying the determinants of customer (student)’ satisfaction at HIBA for MBA and EMBA students.Design, methodology and approach: Using a quantitative survey of 52 factors quoted from a study done by Douglas et al (2006) and divided into 7Ps according to Ivy (2008) marketing mix model for business schools, both customer expectations and satisfactions were measured.Findings: For 55 MBA and EMBA students who participated in the study, the descriptive analysis show that students' expectations were high before registering at HIBA, however, during the actual experience of the course, students’ satisfaction diminished. T-test and one way ANOVA showed that there is some variance between feelings of satisfaction for different groups.

KW - Higher education marketing

KW - Students as customers

KW - Customer expectation

KW - Customer satisfaction

M3 - Paper

ER -