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All Journal Education Policy and Development (EPD) International Journal of Marketing and Digital Creative (IJMADIC)
Jesus P. Briones
University of Batangas
Economics, Econometrics & Finance Education Social Sciences Other

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Level of Functioning of Service Quality of a Private Higher Education Institution in the Philippines: Personnel and Student Perspectives Jojie R. De Ramos; Jesus P. Briones
Education Policy and Development Vol. 2 No. 2 (2024): Education Policy and Development
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/epd.v2i2.2365

Abstract

Competitive educational institutions emphasize how service quality influences customer satisfaction. This study investigated the level of service quality functioning of a private higher education institution (HEI) in the Philippines, as assessed by its personnel and students. Employing a mixed research method, data were gathered from 22 full-time personnel and 140 students of the subject HEI by using a survey questionnaire distributed online via Google Forms. Statistical tests, such as weighted mean, standard deviation, and independent t-tests, were employed in the data analysis. The study found that service quality engagement of the institution is at an acceptable level of functioning. However, there is still room for improvements in all service quality dimensions. Moreover, the study disclosed that there were no statistically significant differences between the assessments of personnel and students in terms of service quality. In-person interviews revealed that most issues and challenges in service quality relate to the tangibility, responsiveness, and assurance aspects, where the need for efficient resource allocation, improved communication, and infrastructure enhancements are essential. These findings have given light to propose a comprehensive action plan that will support the institution in improving the current functioning of its service quality. Furthermore, this study can serve as a model for other private HEIs to develop service quality enhancement strategies to better serve their stakeholders.
Marketing Practices of a Private Higher Education Institution in the Philippines Jojie R. De Ramos; Jesus P. Briones
International Journal of Marketing and Digital Creative Vol. 2 No. 2 (2024): International Journal of Marketing and Digital Creative (IJMADIC) Now Published
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijmadic.v2i2.2381

Abstract

In the competitive landscape of higher education, effective marketing practices are essential for institutions aiming to enhance student satisfaction, attract and retain students and secure long-term sustainability. This study evaluated the marketing practices of a private higher education institution in the Philippines, focusing on the perspectives of its personnel and students. Using the Segmentation, Targeting, and Positioning (STP) model, the research assessed various areas of marketing practices, such as target markets, marketing goals, promotions, and marketing initiatives. Using descriptive-quantitative design utilizing a researcher-structured questionnaire, the study involved a sample of 140 students and 22 personnel. The findings highlight a moderate extent of effective market targeting, strategic alignment of marketing goals and promotions, and relevant employment of marketing initiatives, with the perceptions of personnel and students having no significant differences. Key areas identified for improvement include enhancing personalized marketing approaches, strengthening integrated planning and communication, and refining promotional efforts to better align with students’ needs and expectations. Based on these findings, the study suggests comprehensive marketing strategies to improve current practices. This provides actionable insights for educational institutions seeking to optimize their marketing strategies in a rapidly evolving educational environment.
Co-Authors Jojie R. De Ramos Jojie R. De Ramos