The aim of this paper is to determine the relationship between students' expectations at time of enrollment at higher education institution and their perception of different aspects of educational service quality received. Three Business Schools (Osijek, Croatia -EFO, Ljubljana, Slovenia -FELU and Szeged, Hungary -GTK) took part in this research which was based on SERVQUAL model. The higher education market in Croatia, Slovenia and Hungary was analyzed, the competitive ability of individual faculty was determined and the possible marketing strategies in order to improve their educational service quality. JEL Classification: A23, M31, P2
The behavior of e-customers is quite unpredictable, which raises additional questions about this topic. The purpose of the paper is to conduct research on e-customers,
understand the impact of marketing actions on e-customer behavior and understand the unpredictability of e-customers. Research was conducted on the Mlinar web shop that
sells cakes. 284 respondents/buyers had the opportunity to solve questionnaires about behavior after purchase and consumption of product. Different methods have been used
in the analysis - descriptive statistics, multivariate analysis (reliability analysis, correlation analysis and linear regression) and analysis of variance (ANOVA). The results showed
that most examinees were satisfied with online shopping on the Mlinar web shop and that they are impulsive when online shopping. Saving time is the main reason to buy on a web shop. Research proved that variables such as firm reputation/perceived value, e-satisfaction and online services positively affect the creation of e-loyalty in their users.
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