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Identifying and analyzing touchpoints for building a higher education brand

Author

Listed:
  • Monica Khanna
  • Isaac Jacob
  • Neha Yadav

Abstract

In today's instantly interconnected world, sectors like higher education, which were once considered safe havens, are now being exposed to competitive forces. Education is an experiential service where the active involvement of both the service provider (higher education brand) and the consumer (student) is important. This research paper identifies 13 influencing touchpoints during the various stages of the educational journey - pre-admission stage, course stage and post-passing as alumnus stage.

Suggested Citation

  • Monica Khanna & Isaac Jacob & Neha Yadav, 2014. "Identifying and analyzing touchpoints for building a higher education brand," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 122-143, June.
    • Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:122-143
    DOI: 10.1080/08841241.2014.920460
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    Citations

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    Cited by:

    1. Guilbault, Melodi, 2018. "Students as customers in higher education: The (controversial) debate needs to end," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 295-298.
    2. Plewa, Carolin & Ho, Joanne & Conduit, Jodie & Karpen, Ingo O., 2016. "Reputation in higher education: A fuzzy set analysis of resource configurations," Journal of Business Research, Elsevier, vol. 69(8), pages 3087-3095.
    3. Berbegal-Mirabent, Jasmina & Llach, Josep & Marimon, Frederic & Mas-Machuca, Marta, 2020. "To recommend or to regret the choice? Factors explaining student loyalty: evidence from the Catalan university system," TEC Empresarial, School of Business, Costa Rica Institute of Technology (ITCR), vol. 14(2), pages 2-17.
    4. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
    5. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "A conceptual framework of the antecedents of customer journey satisfaction in omnichannel retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    6. Kalafatis, Stavros P. & Ledden, Lesley & Riley, Debra & Singh, Jaywant, 2016. "The added value of brand alliances in higher education," Journal of Business Research, Elsevier, vol. 69(8), pages 3122-3132.
    7. Yuan, Ruizhi & Liu, Martin J. & Luo, Jun & Yen, Dorothy A., 2016. "Reciprocal transfer of brand identity and image associations arising from higher education brand extensions," Journal of Business Research, Elsevier, vol. 69(8), pages 3069-3076.
    8. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.
    9. Nur Elfi Husda & Tri Ratnawati & Amiartuti Kusumaningtyas, 2017. "Antecedents Brand Trust and Private Universities Reputation," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 9(8), pages 76-87, August.

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