What is it about?
The purpose of this paper is to examine the relationships of service marketing mix (SMM) as service input and service output in terms of students’ performance, satisfaction and referral act in context to higher and technical education (HTE) through the application of structural equation modeling. The findings of this study revealed that traditional SMMis statistically linked with the performance of students in terms of skill and knowledge enhancement, satisfaction and referral act of students, which are perceptible new emerging SMM; performance, pleasure and pointing out in terms of service output.
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Why is it important?
The study has exhibited SMM as input and output of a service system that is useful for the growth and development of HTE. The measurement tool presented is effective in (re)framing policies on SMM as service input based on desired service output.
Perspectives
Growth and development of HTE will raise a society’s quality of life and thereby increase a country’s socio-economic status.
Dr. Prashant Mahajan
R. C. Patel Institute of Technology, Shirpur (India)
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This page is a summary of: Service marketing mix as input and output of higher and technical education, Journal of Applied Research in Higher Education, July 2019, Emerald,
DOI: 10.1108/jarhe-01-2019-0022.
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