Student-perceived organizational support and perceived employability in the marketing of higher education
| Autor: | Oriol R. Fusalba, Pep Simo, Irene Trullas, Jose M. Sallan, Angels Fito |
|---|---|
| Přispěvatelé: | Universitat Politècnica de Catalunya. Departament d'Organització d'Empreses, Universitat Politècnica de Catalunya. GRO - Grup de recerca en organització, Universitat Politècnica de Catalunya. GRO - Grup de Recerca en Organització |
| Rok vydání: | 2018 |
| Předmět: |
Higher education
Cost effectiveness Educational quality media_common.quotation_subject Context (language use) Employability Ensenyament i aprenentatge::Ensenyament universitari::Universitats i centres de recerca [Àrees temàtiques de la UPC] Education perceived employability Interpersonal relationship 0502 economics and business ComputingMilieux_COMPUTERSANDEDUCATION Marketing perceived organizational support media_common business.industry 05 social sciences satisfaction 050301 education Universities and colleges -- Marketing Universitats -- Màrqueting university marketing higher education 050211 marketing business Psychology 0503 education Perceived organizational support Reputation |
| Zdroj: | Recercat. Dipósit de la Recerca de Catalunya instname UPCommons. Portal del coneixement obert de la UPC Universitat Politècnica de Catalunya (UPC) |
| ISSN: | 1540-7144 0884-1241 |
| DOI: | 10.1080/08841241.2018.1488334 |
| Popis: | In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a ‘customer’ means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the influence of perceived organizational support (POS) and perceived employability on identification with the institution and the perceived price-quality ratio and how these influence student satisfaction. In addition, the constructs prior to POS and perceived employability are identified, which are explicit enough to enable specific marketing actions to be carried out. As POS is a construct defined for the labor market, its use applied to relational marketing comes up as something innovative. To this end, Likert scales have been designed and validated to measure these constructs. The results of this test show how the perception of organizational support depends on the relationship of the student body with the administration and management of the center. Likewise, the perception of employability depends on the perceived reputation and the perception of the promotion of employability. Furthermore, it is confirmed that satisfaction is positively related to identification and the perceived price-quality ratio, which in turn are positively related to organizational support and perceived employability. |
| Databáze: | OpenAIRE |
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