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HIGHER EDUCATION MARKETING CONCERNS:
THE FACTORS INFLUENCING STUDENTS’ CHOICE FOR PRIVATE UNIVERSITY
Erlita Ridanasti
Department of Management, Islamic University of Indonesia E-mail: [email protected]
ABSTRACT
This research aims to find the most important factors that affects students’ decision making in choosing university. The research subject of this study uses quantitative survey for exploratory research. The sample of this study is 90 students of the twelfth grade of top level senior high school.
For major choice, the result shows career opportunity as the most important factor. Students choose career opportunity because of their expectation to the major in providing promising job for them after graduation. For university choice, descriptive data shows prominence as the most important factor influencing students’ decision to choose university. The reputable tutor is considered as the criteria to represent that university is a reputable one. In addition, this finding would bring evaluation for the private university to provide reputable tutor in order to improve the university prominence. Further, the result of this research will concern more to university strategy for students’ recruitment.
Keywords: higher education, university choice, major choice
ABSTRAK
Penelitian ini bertujuan untuk mengetahui faktor yang paling mempengaruhi keputusan siswa dalam menentukan pilihan universitas. Subjek penelitian dari studi ini menggunakan survey kuantitatif untuk penelitian exploratori. Sample dari penelitian ini menggunakan 90 siswa pada tingkat dua belas di tiga sekolah menengah atas negeri di Yogyakarta. Dalam memilih jurusan, hasil menunjukan bahwa peluang karir merupakan faktor paling penting dalam mempengaruhi keputusan siswa. Siswa memilih peluang karir sebagai faktor paling penting karena mereka berharap bahwa jurusan yang mereka pilih mampu menyediakan pekerjaan yang menjanjikan setelah lulus. Sedangkan, dalam memilih universitas data deskriptif menunjukkan bahwa reputasi universitas menjadi faktor paling penting bagi siswa dalam pengambilan keputusan menentukan universitas. Pengajar yang memiliki reputasi menjadi kriteria yang paling dipertimbangkan untuk menunjukkan bahwa universitas memiliki reputasi. Penemuan ini memberikan evaluasi bagi universitas swasta untuk menyediakan pengajar yang bereputasi dalam rangka meningkatkan reputasi universitas. Hasil dari penelitian ini, selanjutnya akan lebih difokuskan pada strategi rekrutmen di universitas.
Kata kunci: pendidikan tinggi, pilihan universitas, pilihan jurusan
INTRODUCTION
The competition of recruitment market in higher education environment is increasing in most developing country, James, Baldwin
and McInnis (1999) cited in Maringe (2006, p.
466). Many higher education institutions including universities nationally and internationally are becoming more competitive in getting new students. It is because of the development of higher educational institution
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in recruitment strategy. The availability of many universities encourages students as applicants in seeing the rank of university. In this case, the university must be able to measure the response of students toward the university in order to know marketing strategy and the recruitment strategy among others.
On the other hand, education becomes consumerist. That is shown on the introduction student fees and this has a major part of applicants’ decision making (Maringe, 2006, p. 467). At recent time, it is announced that tuition fee in higher education makes students cautions more in making decision for choosing a university. This situation usually occurs because of the consideration of university reputation. University is a place for students who have certain qualification processes in performing academic performance. The fact shows that universities are raising their expensive cost in every year (Rulistia, N. D., 2009). Nevertheless, the trend of students enrolling in a university keep incline.
The globalization brings chance for higher educational institutions to provide good educational quality for the applicants.
Therefore, reality of competition and development strategies to attract students as university’s market exists in most developing countries. In private university, students will pay more for their academic fee with the justification of getting higher quality of teaching (Thomas, David, and Cindy, 2004, p.
306). Even though private universities are high price, but there are several private universities which compete to be the best university by providing better quality (university, learning process, and tutor), facilities, course study, price and etc. The positioning of university is also maintained as well to get attention from students. By seeing this, it shows that the applicants have major role to choose and decide what kind of university they want to enroll. Thus, this brings to a challenge for the universities in approaching students.
Choice is owned by people as the recognition related to decision making influence with some factors. In fact, they will ask their families, friends and other relations for alternatives of choices before deciding.
There are several factors that can influence applicants including the price, subject interest,
the quality, physical evidence, location, and many more. Based on the purchasing behavior theory, the applicants as consumer would decide to purchase a good or a thing not in a direct time. It needs more time where they would enter a particular phase for deciding and then purchasing. Therefore, the students should be more preferable as the applicants to see the prospective university and the universities will also concern more the idea of recruitment and marketing strategy.
This fact is noticed by the universities’
management to provide higher education institution such as company that sells a product (service). Therefore, universities should pay attention to the increase of competition on higher education that makes students more selective to evaluate any universities. Thus, this would propose universities to know the reasons of students to choose university as the main point of decision making. This research aims to find out the most important factors that influence students’
decision making for university choice which is believed able to influence them to enroll private university.
LITERATURE REVIEW
The previous research is conducted by Maringe (2006) entitled University and Course Choice: Implication for Positioning, Recruitment and Marketing. This research has purpose to find out the factors students consider important in their decision making related to choice of university and courses study. Maringe collected the data from students as respondent through questionnaire and using simple descriptive statistics. The result of the research is first, career prospects has relation to pursuing higher education on as the basis of subject interest and second is program and price are related as more important factors than other elements of marketing mix.
The Factors Influencing of Students’ Choice for University
Basically, decision making cannot be decided individually. It is done by considering some influential factors which come from
73 another perspective. Through marketing,
prospective students can gain information as possible, properly packaged, and so give any choices to accept or reject (Coates, 1998, p.
137). In determining students’ preference there will be only some important factors than the other factors. According to Maringe and Carter (2007, p. 462) there are three elements related to the choices, i.e., first is societal, cultural and economics and policy issues which help shape choices made by young people within any given context; second is influencer including school, teachers media, and home influence;
and third is the availability of chooser to see self image, perception of personal gain relate with the choice.
This study examine to the factors influencing students’ choice for university by including major or department study to be discussed. Following the previous research (Maringe, 2006, p. 473) several factors are examined for the course choice involving interest in subject, course prestige, performance in subject career opportunities, staff profile, easy course to do, friends on course advice from teachers, advice from parents and advice from careers to be analyzed. Nevertheless, in this case the factors are not all adopted in which the area of course is changed into major. Thus, the researcher examine interest in major, impression to major performance, prestige, career opportunity, easy major to study, friends in major, advice of parents, advice of teachers and advice of friends to be analyzed.
The ability in preparing the right choice makes students to see the future prospect of career when they would like to choose university or major. Career prospect according to Krone, Gilly, Zeithaml, and Lamb (1981) cited in Moogan, Baron and Harris (1999, p.
215) asserted that is the most important criteria while people making decision to study in a university and a degree that leads to occupational success, Franklin and Knight (1995) cited in Nasser, Khoury, and Abouchedid (2008, p. 82). Future job prospected is the most important factor rated by students where they get the qualification that were valued by employers, able to use modern facilities, the standard of teaching and
international recognition of university programs (Soutar and Turner, 2002, p. 40).
Based on Strasser, Ozgur, and Schroeder (2002) cited in Yamamoto (2006, p. 561) stated career which including compensation, job availability and growth, and job requirements to be consideration too as the estimation of future benefits.
Total friends in major usually have ability to influence other friends as sharing partner. According to Riggs and Lewis (1980) cited in Moogan, Baron, and Harris (1999, p.
215), they claimed that friends attending have more power for individual students’ choices than parents and teachers. Fuller, Manski, and Wise (1982) cited in Moogan, Baron and Harris (1999, p. 215) showed that the attending of class mates to an institution would influence the probability to increase of others follow the same institution.
Besides, other influencer also comes from parents and teachers who likes to give idea or advice that they already knew.
Advisor, parents and peer are part of influencer for students as consideration in other perspective to help them in making decision of university choice, Strasser, Ozgur, and Schroeder (2002) cited in Yamamoto (2006, p. 561). In similar way, Soutar and Turner (2002, p. 40) argue about some parties who are influence the decision making would consider to friends who go to the same university, family or third parties. Parents are not considered to give information as sources but they give high influence on students’
decision making and high school classmates almost do not give influence in decision making of university choice (Bacila, 2008, p.
91). Teachers’ advice are not give very important influence to students’ decision making (Yamamoto, 2006, p. 567)
Beside those factors Maringe (2006, p.
475) replicated Ivy (2002) research by including 7Ps for higher education market.
They are programme, price, promotion, people, prospectus, prominence and place that used as part of marketing mix to see the most important factor for student decision making of choice to university. Thus, this research adopts those factors to find out the most important factors that influence students’
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choice for university by deleting some elements. According to Maringe (2006, p. 475) there are constituent elements of these factors:
program, price, promotion, people, prospectus, prominence, and place.
Program is including the field of study, faculty, majors, and course. Field of study preference is one of the factor influence students choice, James et al. (cited in Maringe 2006, p. 470). Hooley and Lynch (1981) cited in Cubillo, Sa´nchez, Cervin˜o (2006, p. 111) examined that program is the most important factor since students will accept any level of the other factors. Variety of majors is positively influence for students’ decision making of university choice (Domino, Libraire, Lutwiller, Superczynski and Tian, 2006, p. 102). Price, Matzdorf, Smith and Agahi (2003, p. 214) asserted that course is the most important factor when choosing a university. The information about course offered is important (Veloutsou, Lewis and Paton, 2004, p. 161). Faculty is one of learning elements as the requirement of prospective students in choosing university (Ho and Hung, 2008, p. 331).
Price is charges that are required for the amount or tuition fees to enroll at the university (Ivy, 2008, p. 290). It includes fees, flexibility in payment, and distance from home, transport and living cost, and opportunities for part time work. Cost which including course fees and living in expenses is still considered as important factor (Moogan Baron and Harris, 1999, p. 215). At the similar Price, Matzdorf, Smith, and Agahi (2003, p.
214); Domino, Libraire, Lutwiller, Superczynski and Tian, (2006, p. 102) inserted the distance of the university from home as part of students consideration to study. Ivy (2008, p. 293) examined flexibility in payment is used in marketing mix as the price element.
Joseph and Joseph (cited in Joseph and Joseph, 2000, p. 41) asserted cost of education is one of the most important factors that influence students’ choice. That is why the cost of education should reasonable price. Costing for daily travel also consider important (Moogan, Baron, Harris, 1999, p. 214). Distance from home which including length of time and access for transportation is part of the personal consideration factors (Soutar and Turner,
2002, p. 40). Borjas (cited in Maringe, 2006, p. 470) asserted opportunity for part time work is needed to be informed to students as the choice consideration of university as the pull factor.
Promotion is all the ways that is provided by the university by giving the information needed by the market through advertising, publicity, public relations and sales promotional efforts (Ivy, 2008, p. 290). It includes advertising in local and national press, publicity about academic research, publicity about teaching excellence, and electronic media. There are mostly communication tools used by university to promote including brochures, posters, meetings, sponsorship and billboard, web pages, TV and news paper advertisements (Yamamoto, 2006, p. 560). Publicity and league table in mass media will inform students which has an important role in students’ choice (Ivy, 2008, p. 289).
People are all the people who play in service delivery and influence the buyer’s perceptions such as namely, the firm’s personnel, the customer, and other customers in the service environment (Zeithaml et al., 2009, p. 24). It includes gender composition, tutor credentials, alumni, and personal contacts, and graduate profiles. The quality of academic personnel is used to measure the university choice (Soutar and Turner, 2002, p.
40). Good alumni reputation (Ho and Hung, 2008, p. 331), personal contact with graduates and graduate profile can give idea or advice for students in their decision making (Ivy, 2008, p. 297). Gender shows bias in different study (Maringe, 2006, p. 472). It seems to participate but the studies result inconsistent (Sa, Florax, and Rietved, 2004, p. 7).
Prospectus is associated with the university prospectus and program booklets. In getting the information, students consulted the traditional sources such as handbooks and prospectus as part of decision making process (Price, Matzdorf, Smith and Agahi, 2003, p.
214). Prospectus is part of hard copy promotional material (Ivy, 2008, p. 297).
Meanwhile, prominence is including institutional reputation, staff reputation and institutional websites. Institution reputation James, Baldwin and McInnis (1999) cited in
75 Maringe (2006, p. 470) and or university
prestige and status, Franklin and Knight (1995) cited in Nasser, Khoury, and Abouchedid (2008, p. 82) and teaching reputation (Price, Matzdorf, Smith and Agahi, 2003, p. 214) are used to examine the university factor. Academic reputation and ranking of the school are viewed as important factor (Soutar and Turner, 2002, p. 40).
Review by institutional website would able to give information about the existing of the university status. It considers that nowadays, internet accesses information about universities and programs (Ivy, 2008, p. 297).
Place is including campus accommodation (dormitory), facilities, social environment, and campus atmosphere (clean and safety). Place gives the representatives in providing the tuition to its market to meet with the students’ expectations, Ivy (2008, p. 290).
Facilities are important to influence the individual’s mind from its environmental view (Price, Matzdorf, Smith and Agahi, 2003, p.
212). Campus atmosphere Soutar and Turner (2002, p. 40), accommodation provided by the university and campus security are considered by the applicants as the information requirement when selecting university, Coccari and Javalgi (1995) cited in Veloutsou, Lewis and Paton (2004, p. 161). Location and social climate are factors influence students’
choice (Yamamoto, 2006, p. 560). Joseph and Joseph (2000, p. 42) examined that the clean and safe environment as ideal location of university.
RESEARCH METHODS
Subject Research
The research subject of this study uses quantitative survey for exploratory research. A survey is defined as a method of collecting primary data based on communication with a representative sample of individuals (Zikmund and Babin, 2007, p.186). The respondent of this research is the twelfth grade of top students’ of senior high school in Jogjakarta.
The population of this research is the twelfth grade students of senior high school in Jogjakarta. The sample of this research is 90 students of the twelfth grade of top level
senior high school. The 90 students of twelfth grade top level schools which consist of SMUN 1, 3 and 8 Jogjakarta is taken because it already fulfill the accuracy required and can represent the survey. The top level of twelfth grade students is taken as the sample because they are believed to shows the real condition of the students who would enroll to higher education. They as great or top students also suppose to represent the idea of students’ at Jogjakarta to their choice for private university.
Measurement Variable
Based on those two variables, including the university and major choice factors, the researcher uses the question on the questionnaire by using Ranking Scale.
Participants are required to rank the factors on a scale 1-10 to show the important they attach to each of them (Maringe, 2006). For university and course choice, the respondents are required to rank the factors on scale 1-10.
Scale 1-3 means that it is considered least important; scale 4-6 indicates moderate influence while ranking 7-10 means it is extremely important to the applicant.
Data Analysis Techniques Descriptive Statistic
Descriptive statistics involve transformation of raw data into a form that would provide information to describe a set of factors in a situation (Sekaran, 2000). This research uses simple descriptive statistics based on mean and standard deviation to find out the most important factor that influence students’ choice for private university.
RESULTS OF ANALYSIS AND DISCUSSION
Major Choice
The table 1 shows the level of important of nine factors based on mean score of students’ decision making toward major choice. The complete result of the relative
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importance of factors influencing major choice can be seen in the figure below:
Table 1
Mean Scores and Standard Deviation of Major Choice Factors
Factors Mean SD
Career opportunity 8.97 1.42 Interest in major 8.93 1.22 Impression in major 8.26 1.55 Advice of parents 7.64 1.83
Prestige 7.15 2.33
Easy major to study 6.76 1.94 Advice of friends 5.9 2.45 Advice of teachers 5.81 2.3 Total friends in major 5.27 2.65 Source of data: 2017
After conducting tabulation data from respondents’ answers, the research finds out that the most important factors in decision making of students is career opportunity with average score 8.97. There are 95.4% of respondents who consider this to have strong influence..
In line with previous research by Maringe (2006), this study is concerned at the level of private university and takes sample from students at top level schools at Jogjakarta, Indonesia. In fact, the result shows the same idea by which in previous research future career becomes the most important factor.
Table 2
Relative Importance of Factor Influencing Major Choice Based on Frequency
Information
No. Factors Strong Moderate Low
total % total % total %
1 Career opportunity 85 94.4 4 4.5 1 1.1
2 Interest in major 86 95.6 4 4.4 0 0
3 Impression in major 77 85.6 12 13.3 1 1.1
4 Advice of parents 71 78.8 16 17.8 3 3.3
5 Prestige 57 63.3 25 27.7 8 8.9
6 Easy major to study 50 55.6 35 38.9 5 5.5
7 Advice of friends 54 48.8 19 32.3 17 18.9
8 Advice of teacher 39 43.4 34 37.8 17 18.9
9 Friends in major 32 35.5 31 34.4 27 30
Source of data: 2017
This can be assumed that the neither foreign students nor Indonesia students at Jogjakarta put career opportunity in their mind because they have expectation to be able to work with prospect future career. However, at the Southampton, UK students would expect to get the reputable job because of the high competition in that country but, in Indonesia students have expectation to get job because of the limitation of the work field availability that is offered related with the ability of study for a major. Hence, the university must provide marketing strategy to attract students to choose major at that university. Here is the rank table:
Table 3
The Rank of Relative Importance of Factors Influencing Major Choice
Rank Factors
1 Career opportunity 2 Interest in major 3 Impression in major 4 Advice of parents 5 Prestige
6 Easy major to study 7 Advice of friends 8 Advice of teacher 9 Total friends in major Source of data: 2017
77 University Choice
After the respondents were asked about course choice factors the participants were asked to rank nine factors on scores ranging from 1 to 10. For the analysis purposes, the scores between 7-10 indicates “very strong
influence”. Scores between 4-6 indicates
“moderate influence”, while score 1-3 indicates “weak influence”. Program, price, promotion, people, prospectus, prominence and place are the factors measured to be the in determining students’ choice of university for their higher education study.
8,43 8,08 7,67 7,38 7,16 6,7 6,59
0 1 2 3 4 5 6 7 8 9
PROMINENCE
PLAC E
PRICE
PEOPLE
PROGRAM
PROSPECTUS
PROMOTION factors
Mean scores
Figure 1 Mean Scores for University Choice Factors There are seven factors asked to the
twelfth grade students including program, price, promotion, people, prospectus, prominence and place. According to the survey to the 90 respondents, most of them agree that prominence is the most important factor. It is at the first rank which scores 8.43 through some elements involving the rank of the university, tutors reputation, and web institution. This is supported by the statement of Soutar and Turner (2002, p. 40) that academic reputation and the rank of university is viewed as important factor.
The previous research done in Southampton, UK there is a different result in which program is the most important factor toward university choice. In this research which is done in Yogyakarta, Indonesia prominence is the most important factor to choose private university. This can be assumed that private university in Indonesia should provide the prominence including the rank and reputation of the university as students see as the representation of qualify university. Thus,
the students would not doubt the university because it has reputation, rank, and etc. It can be assumed because some of the private universities in Indonesia do not yet fulfill the criteria as reputable university. Besides, the reputable university is considered as the requirement of many companies in accepting people for a job. On the other hand, the previous research that is conducted at Southampton, UK can be stated that the students consider to the various of program that the university offer to them as the place to study a specify major or course that they want because the students there already recognized the reputation of the university at their country. That is why the university in Indonesia must provide and offer those expected criteria of the university expected by the students in order to get recognition from them and they would enroll to that university.
Here is the table of the rank factors:
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Table 4
The Rank of Relative Importance of Factors Influencing University Choice
Rank Factors
1 Prominence (reliable tutors) 2 Place (safety environment) 3 Price (fit living cost) 4 People (reputable tutors) 5 Program (various course)
6 Prospectus (availability of booklet) 7
Promotion (publication of teaching quality)
Source of data: 2017 DISCUSSION
Based on the result above, the major choice and university choice factor, fundamentally have correlation each other.
Prominence, place and price have the high importance factor with strong influence.
People and program are considered as moderate important for student in their decision making toward university. Then, prospectus and promotion shows the low importance level. Nevertheless, the university would not get good reputation without seeing and considering the other factors as supporting factors. Here, the university must do the right marketing strategy to fulfill students’
expectation of university.
The good reputation of the university which is supported by reputable and reliable tutors, good environment of place and safe condition will offer suitable price that indicate the criteria of the university that students’
expect. So, when the university provides various programs such as major choice, the students would not in doubt to choose one of them. It is because the tutors are reputable and reliable. Therefore, the students would be sure to choose the university with the major that students’ interest with prestige, because the university would give future career opportunity with easy, fast job and reputable job. Thus, the university will concern more to the promotional strategy by considering parents’ students as the highest influencer.
Now, the university is better to focus those factors in order to develop and improve
the marketing strategy in approaching student.
Here, the result can be assumed that the students of top level schools in Jogjakarta tend to prioritize the academic value of the reputable university because they are sure that it can lead them into brighter future in getting a job. In addition, this finding would bring into broader idea of the marketing strategy in which university have to communicate well about the product of service and able to criticize and review the service of the university in order to maintain and develop the university prominence to the people around especially to attract the applicants and to give positive influence to them and also the influencer which beneficial to support the recruitment strategy.
CONCLUSION
From the descriptive data, it is found that career opportunity is the most important factor influencing students’ decision making to choose their major. It is shows that, students choose career opportunity because of their expectation that the major would provide the promising job for them after graduation.
Therefore, when the major in the university can fulfill their expectation in providing future job, students would consider choosing a major based on what their interest and their impression on major.
Prominence is shown as the most important factor influencing students’ decision to choose the university. The reputable tutor is considered as the criteria to represent as reputable university. However, the students still care other factors such as place, price, people, program, prospectus and promotion for students’ decision making toward university choice. In addition, this finding would bring evaluation for the private university to provide reputable tutor in order to improve the university prominence. Further, the result of this research will concern more to university strategy for students’ recruitment. Thus, it is expected that by completing all the criteria, the student would be more interest to chooce the university.
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