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Original Articles Open Access
In the idea of people, institutions of higher education and marketing are two unrelated fields. For a long time, our country's higher education is in the seller's market, institutions of higher learning without any pressure to survive. But in recent years, the situation has changed somewhat, appeared in the school competitiveness at the top of the pyramid contact in advance the practice of excellent key middle school students, college entrance examination after the end of immediately grab for excellent students. Obviously these schools competition between high quality students. In addition, what is more serious, some colleges upgraded from college at the lift force of the whole school recruitment of students propaganda, these schools have realized education institutions survival pressure. The idea of "higher education is a kind of service" is gradually accepted by many scholars and the public, to institutions of higher learning is service quality to establish competitive advantage in market competition in the direction of efforts. In this paper, applying in the field of marketing is relatively mature theory of service quality applied in higher education services trade, is beneficial to the quality of higher education services to explore, large Numbers of higher education quality of ranking, school-based research provides a new perspective.
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Author(s): Xie Lizhi and Luo Liangqing
Higher education, marketing, quality of service, service quality