The association between economic development and growth of the service sector seems indisputable. Although it is necessary to highlight that services are of a different nature from that of products, nowadays the latter are more and more penetrated by complementary services, given the circumstance that services themselves also include, occasionally, the use and consumption of products. Market orientation had been developed mainly in association with tangible products; therefore it is necessary to carry out a study where the evolution of the market orientation is reflected in the service sector independently from industrial sectors. That is why a historical summary of the evolution of market orientation on the service sector has been performed.
There is a growing need to evaluate the factors that enable universities to attract and retain students. University brand managers require a better understanding of how students evaluate and interact with their brand. These processes can differ significantly across disciplines and degrees because of their different educational goals, teaching practice, course content, assessment and physical resources required. This study examines disciplinary differences in brand equity dimensions (service quality, loyalty, community, brand personality, shared values and brand trust) across three degrees: business, nursing and engineering. Data from 1.039 university students of a multi-campus Spanish public university was analysed using ANOVA and logistic regression analysis. Findings showed that students state different level of satisfaction and loyalty depending on the degree course they are taking. This study highlights relevant issues for brand management in Higher Education Institutions.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.