View of A STUDY OF EXPECTATIONS GENERATED BY MARKETING STRATGEY OF THE COLLEGES VS ACTUAL DELIVERABLES

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ACCENT JOURNAL OF ECONOMICS ECOLOGY & ENGINEERING Available Online: www.ajeee.co.in Vol.03, Issue 03, March 2018, ISSN -2456-1037 (INTERNATIONAL JOURNAL) UGC APPROVED NO. 48767

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A STUDY OF EXPECTATIONS GENERATED BY MARKETING STRATGEY OF THE COLLEGES VS ACTUAL DELIVERABLES

MS.PRACHI AGARWAL¹, DR. MINI AMIT ARRAWATIA²

1Research Scholar, Department of Management Studies, Jayoti Vidyapeeth Women‟s University, India

2Department of Management Studies, Jayoti Vidyapeeth Women‟s University, India

Abstract-:The gap between the promises made for the service delivery and the actual deliverables has always been a bone of contention for any industry. The organizations make all sorts of promises to the stake holders to prove them to be the best. In this era of cut throat competition, some of the organizations make sure that they „Under Promise and Over Deliver‟

while some of them believe in just the opposite. While most of them try to live up to the stakeholders/customers‟ expectations, the ones which doesn‟t, are bound to see no light at the end of tunnel.

While companies like, Hyundai, TCS, Maruti rules the chart with the best score of Customer Satisfaction Index, there have been recent incidences with Indigo Airlines about the bad experiences of the customers. The main thing to ponder upon is if there is a gap between what was promised and what was delivered? The answer is „Yes‟ as the dissatisfaction lies in the fact that the customers expected a degree of service from the organization which was not met due to various known and unknown reasons. The reason for these expectations to be built could be many. There could be brand value of the product, could be the extreme promises made by the company to the present and prospective stake holders or the feedback received from the satisfied customers.

Keywords:-Delivery, Promises, Customer Satisfaction, Dissatisfaction.

INTRODUCTION

Every industry in today‟s era is focusing on providing best of class customer satisfaction to its stake holders. Academics is not untouched with this effect and all the Institutions promises to provide best academics, placements, value for fee paid and best college experience to its students.

With the increasing competition in the Academic sector, the Institutions make all kind of promises to the students in order to get the maximum admissions.

But are these promises met or even close to being met from the students‟ prospective?

Do they consider that the Institution has been able to fulfill the promises made at the time of admission during their tenure of Academics? Through this paper it is aimed to ascertain the satisfaction level of B.Tech students with their college.(irrespective of the year they are studying in).

METHODOLOGY

 Sample Size – 150

 Sampling technique- Random Sampling

 Sample Area- Greater Noida, UP, India

 Sample Type- B.Tech Students

RESULTS AND DISCUSSIONS

The data has been depicted by the way of Bar Diagrams. The findings are as below:- Question 1) Choosing from the below mentioned points, what prompted you to take admission in your Institution?

Fig – 1.1

Source- Responses from Questionnaire Question 2) What were the deliverables promised by the Institution at the time of

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2 taking admission? Choose from the following areas?

Fig – 1.2

Source- Responses from Questionnaire Question 2a) After having spent considerable time in the Institution, do you think, the Institution has been able to match your expectations set by the promised deliverables at the time of admission? Yes/No

Fig – 1.3

Source- Responses from Questionnaire Question 3) Did the Institution promise student engagement programs with juniors and other course mates, Community service programs etc.as a part of Marketing Strategy? Yes/No

Fig – 1.4

Source- Responses from Questionnaire Question 3a) Have they been at par with your expectations till yet? Yes/No

Fig – 1.5

Source- Responses from Questionnaire Question 4) Were there any promises made for additional Certifications, Trainings, Communication skills classes for the overall development of the students as a part of Marketing Strategy? Yes/No

Fig – 1.6

Source- Responses from Questionnaire Question 4a) Have they been at par with your expectations till yet?Yes/No

Fig – 1.7

Source- Responses from Questionnaire

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3 Question 5) What is the importance of well managed library in the Institution?

Fig – 1.8

Source- Responses from Questionnaire Question 5a) Does the Library facilities of your Institution fulfill your expectations set by the Marketing strategy of the Institution? Yes/No

Fig – 1.9

Source- Responses from Questionnaire Question 6 ) Do you think, you have been able to develop a sense of belonging with your Institute? Yes/ No

Fig – 1.9

Source- Responses from Questionnaire Question 7) Basis, the expectation set by the marketing strategy and actual deliverables, do you think you will

recommend this Institute to other prospective students? Yes/No

Fig – 1.10

Source- Responses from Questionnaire The above statistics makes it evident that there is a huge gap between the promises made by the colleges at the time of admission and their actual deliverables.

About 80% of the students(from the sample size of 150) think that the college is not fulfilling the promises made by them in terms of Great Academic Growth,Quick Solutions to academic and administrative issues, Trained and qualified Faculties, Providing value for the fee paid etc. About 65.33% of students think that the promise made by the Institutions about student engagement programs with juniors and other course mates, Community service programs etc. as a part of their marketing activity is not been met.

About 56.66% students opine that the promises made for additional Certifications, Trainings, Communication skills classes for the overall development of the students as a part of Marketing Strategy is not been met. The working conditions of the library is fairly up to the mark with the promised strategy as 50.66%

state that they are satisfied with the library facilities. With an alarming 60% of the students think they are still not able to develop a sense of belonging for their college, 82% of the students think that they will not recommend their Institution to any other prospective student. The thing to keep in mind for the Institution is that 22%

of the students(Source- Fig 1.1) take admission because of the feedback from the existing students. So, it becomes imperative for the Institutions to „Under Promise and

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4 Over Deliver‟ rather than „Over Promise and Under Deliver‟.Students opined that the colleges are playing with their career and are not competent enough to work upon their skill set.

CONCLUSIONS AND RECOMMENDATIONS

The above stats shows that there is a wide gap between the promises made at time of admission vs actual deliverables of the colleges.With the ever decreasing number of colleges and alarming decrease number of students opting for B.Tech Education, if this gap is not filled most of the Engineering Colleges will be closed. The recommendations and Suggestions as stated by the students are as follows-

Most of the students stressed about improving the Administration of the college and perceived that if the former is worked upon, the Academics will be improved itself.

Students wanted learning experience based on Real Life Scenarios rather than bookish information.

The „Value for Money‟ paid by the students in form of fee must be utilized for the overall development of the students and not just the Institution.

The Curriculum must be changed in accordance to the Industry needs. The redundant curriculum is not helpful in today‟s competitive edge world.

The selection criteria for the teachers must be made tougher so that the best of the talent gets absorbed that will impart best of the teaching learning environment.

There should be constant feedback from the students so that any grievance can be addressed very quickly.

REFERENCES

1. Matthew Davis, May 15, 2013,“Universities are in „dangerous‟ era for student expectations.”

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3. Jones- Darlaston, Pike. D K, Cohen L, Young A H, Haunold S, Drew N M, 2003, “Are they being served? Student expectations of Higher Education”

4. Mira Costa College, School Relations and Diversity Outreach Office and Institutional research Office, 2008, “High School Students‟

Perceptions of What it Will Take to Go to College”

5. Dr. Ravindran Sudharani, Mrs M Kalpana, 2012, “Students‟ Expectation, Perception and Satisfaction towards the Management Educational Institutions”

6. Miller Ross, 2001, “Greater Expectations to Improve Student Learning”

7. O‟Connell Jamie,2010, “Changing Student Expectations”

8. S. Smith Joshua & C. Wertlieb Ellen, 2005, NSPA Journal, “ Do first year College Students‟ Expectations Align with their First year Experiences?”

9. Gurney- Read Josie, 2014, “Meeting Students‟ High Expectations”-