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Repositioning Colleges Using Changing Student Quality Perceptions: An Exploratory Analysis

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  • Clare L. Comm
  • Duncan G. LaBay

Abstract

Colleges and universities must respond to competitive pressure in the marketplace by embracing the concept of quality as a marketing tool. Many colleges and universities have recently looked to the business arena and have adopted techniques, strategies, and the language of quality management. This exploratory study focuses on the identification and evaluation of student perceptions of salient attributes. The findings suggest that standards of quality are difficult to establish, since evaluations of university performance are not consistent, even among an undergraduate student population.

Suggested Citation

  • Clare L. Comm & Duncan G. LaBay, 1997. "Repositioning Colleges Using Changing Student Quality Perceptions: An Exploratory Analysis," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(4), pages 21-34, February.
    • Handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:21-34
    DOI: 10.1300/J050v07n04_02
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    Cited by:

    1. Suriani Abdul Hamid, 2016. "Positive and Negative Perceptions on School Marketing: A Case Study of three types of School in England," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(11), pages 224-232, November.

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