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All Journal Utsaha: Journal of Entrepreneurship
Prum, Dr. Sokun
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Economics, Econometrics & Finance

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MARKETING MIX AND STUDENT ENROLLMENT IN THE FACULTY OF ECONOMICS AND MANAGEMENT IN A PUBLIC UNIVERSITY Heng, Chanbolin; Prum, Dr. Sokun
UTSAHA: Journal of Entrepreneurship Vol. 4 Issue 4 (2025)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/joe.v4i4.901

Abstract

In a market with intense competition, student preferences may change often in higher education. Understanding what prospective students need is crucial, especially for public universities. The marketing mix has become a crucial component in helping higher education institutions succeed. The purpose of this study was to examine the relationship between seven elements of marketing mix and student enrolment in the faculty of economics and management of a public university in Cambodia. Three hundred and sixty students in the Faculty of Economics and Management at Royal University of Law and Economics, which is a prestigious public administrative university in Phnom Penh, were selected to be a sample for the study. The data was collected through administered survey from July 1st to August 15th, 2024. By applying the multiple regression analysis equipped with SPSS 22, the results found that product, place and process positively and significantly influenced on student enrolment, while other four elements including promotion, people and physical evidence had a positive and insignificant effect and, furthermore, price had a negative but insignificant impact on the faculty selection of students. Adoption of the marketing mix is thought to greatly increase student enrollment. In order to enlarge student decision in enrollment in the faculty, the study suggested that the university be encouraged to employ proper price, promotion, people and physical evidence.
FACTORS AFFECTING STUDENT SATISFACTION AND LOYALTY IN SELECTED UNIVERSITIES IN PHNOM PENH: A STRUCTURED LITERATURE REVIEW Heng, Chanbolin; Sor, Dr. Ratha; Prum, Dr. Sokun
UTSAHA: Journal of Entrepreneurship [IN PRESS] Vol. 5 Issue 1 (2026)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/joe.v5i1.903

Abstract

Even the importance of student satisfaction and loyalty for higher institutions has increasingly been acknowledged, there is a lack of academic study on the building of the conceptual model. This study focused to investigate the factors influencing the student satisfaction and loyalty in selected universities in Phnom Penh, Cambodia.  The conceptual model was developed by theoretical framework as the stimulus-organism-response (SOR), service quality and along with four theoretical frameworks.  The study highlighted the determinants of student satisfaction, consisting of teacher quality, college administrative, campus life and social integration, infrastructure facilities and institution reputation, while student satisfaction itself plays as mediator. With synthetization of foregoing empirical papers, the findings exhibited that the proposed factors have a significant influence on student satisfaction. Besides, the student satisfaction significantly mediates between these antecedences and student loyalty. These pave the way for further research employing particular advanced statistical techniques to produce better results.
Co-Authors Heng, Chanbolin Sor, Dr. Ratha