Enhancing university brand image and reputation through customer value co-creation behaviour

Abstract

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Brand Personality Higher Education Using Rasch Model Approach

“…This research contributes to filling literature than brand personality about the university, various marketing strategies that are out there today have been applied to a public company even college especially padjadjaran university which has moved to the form of college are legal entities, the time has come to apply a strategy branding for its institutions (Foroudi et al, 2019;Fazli et al, 2019;Schlesinger et al, 2017;Ng, 2019). Made high unpad brands that have a reputation.…”

Factors Influencing Students’ Motivation to Seek Higher Education—A Case Study at a State University in the Czech Republic

“…Managing relationships with customers who are students, in the case of higher education, is fundamentally impacted by the competitiveness of the institution and its ability to respond flexibly to changes in the needs and expectations of students from the education process [10]. Another authors agree, and state that only an approach based on the active engagement of students in the creation of university education will enable their full satisfaction [11]. However, in connection with attracting customers (students), also emphasize the ever-increasing importance of marketing communication where interactive marketing communication tools mediated by the students' decision-making process have a major impact on the brand and image of the educational institution [4].…”

“…In the current stage of social development, a transition is taking place from quantitative to qualitative assessment of results [17] and students' satisfaction represents a key output variable for providing their services [22]. The results of recent studies prove that student satisfaction is an important tool of the relationship marketing and currently a fundamental tool of the personnel marketing of colleges and universities [11,20]. Educational institutions wishing to succeed in the specific conditions of a given country or at an international level must determine and evaluate the motivation, expectations, and needs of their students [19,21].…”

“…The education market has become ever more competitive due to the increased numbers of educational institutions [23], as well as other educational institutions outside the classic system of education. The rise of the Internet and the development of technologies has also brought significant changes to the methods by which students obtain their knowledge, information, and experience, as well as the demands for knowledge and skills among graduates [11,24]. Employers above all favour graduates with developed general competencies who are willing and able to continue their education, students with international experience, and students with established work habits [25].…”

Can Higher Education Institutions Adapt to Students´ Preferences? A Case Study at the Czech State University

“…Higher education institutions can be competitive and provide better services or improve the existing ones only if they are continuously engaged in identifying students´ needs, preferences, and learning about the factors that affect their satisfaction (Prisacariu, 2015). To attract university students (customers), it is not enough to identify such students´ preferences when choosing a university, but universities must be able to react and adapt to their preferences (Foroudi et al, 2019;El-Hilali et al, 2015). It can be concluded that there is a growing pressure on university management to deal with and evaluate students´ preferences when they choose a university and to implement such findings in their strategic documents and personnel marketing.…”