Factors Affecting the Competitive Advantage for the Marketing of Educational Services in Jordanian Universities: Case of Zarqa University

Abstract

The study aims at determining the competitive advantage impact on marketing Jordanian universities based on the different dimensions of the study (Gender, level of the student, specialization, methods of payment of university fees, and nationality). The population of the study on the Zarqa University students is totally 200. A stratified proportional-random sample is selected in order to answer the questions posed in the questionnaire. Data have been processed and analyzed through the use of "SPSS" program in order to obtain means, standard deviations, and percentages for the demographic characteristics of the sample. Moreover, the questionnaire included two parts (1) demographic variables (22 items) by (Mazzarol & Soutar, 2012), and (2) competitive advantage (5 items) by (Barney, 1991;Hamel & Prahalad, 1994). The analysis of variance (ANOVA) is conducted to test if there are any statistical evidences of the existence of the difference between participants to the independent variables. The study revealed that there are strong significant statistical evidences between the impacts of competitive advantage on marketing Jordanian universities. These differences were due to the following factors: gender of the student, level of the student, specialty of the student, nationality of the student and methods of payment.