Purpose: The purpose of this paper is to examine the impacts of a sustainability course that was designed to evoke measurable transformational changes in students' preferences and in their roles as consumers, employees and citizens, via consciously addressing sustainability issues and involving a community partner. Design/methodology/approach: The…

Due to the digital revolution, online education based on the B2B2C (Business to Business to Consumer) model is growing Understanding students' expectations, concerns, and experiences of these courses are crucial to the successful of education. Based on the research framework of value co-creation and value co-destruction and the theory of social…

As marketization and privatization strategies become commonplace in higher education, it is essential for institutions to understand how students make decisions about college choice. Students as consumers engage in complex college choice decision-making that is often impacted by institutional and personal characteristics, such as cost, location,…

The purpose of this study is to investigate whether there is a relationship between social studies teacher candidates' attitudes towards purchasing geographically indicated products and their status as conscious consumers. The study was carried out with a total of 211 teacher candidates studying at two different state universities in Turkey in the…

This paper analyses student perceptions of Active Blended Learning (ABL) during the transition to an institutional pedagogy at the University of Northampton. In focus groups with 227 student participants across all four faculties, we explored factors mediating student engagement with ABL. Students expressed a preference for face to face teaching…

The consumer behaviour of Slovenian pre-service teachers for the December holidays and their personal views about sustainable consumption were studied. A total of 130 students of the University of Ljubljana's Faculty of Education took part in the study. The sample consisted of 11 male and 116 female students, while 3 students did not report their…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…

The focus of the research study was on how satisfied customers were with the cashier's office's services at the school. The study will be important for student and parent support services since it will show how to improve services and what should be retained while also allowing students and parents to be content with the services they receive. To…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to…

The current study evaluated the success of implementing a blended + flipped structure in a Calculus for Life and Management Sciences course. By reimagining two of the three weekly instructional hours as online asynchronous lessons, we redesigned a 200-person section into 30-person sections, with minimal additional instructor resources. Findings…

Purpose: Higher learning institutions (HLIs) need to have quality service facilities to achieve customer satisfaction and positive word of mouth (WoM). The purpose of this study is to assess customer satisfaction as a mediator of service facility and WoM in the context of Tanzania's HLIs. Design/methodology/approach: A mixed-methods approach was…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service…

The current study examines the conceptual foundations and drivers of relationship marketing ideologies and their marketing applications in the tertiary education sector. Towards these objectives, a series of semi-structured interviews have been conducted among students of leading tertiary education institutions in New Zealand. Results of the study…