Customer Satisfaction as a Marketing Concept in Higher Education

Andrlic Berislav (), Budic Hrvoje () and Pismis Vjekoslav ()
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Pismis Vjekoslav: University of Applied Sciences Pozega Pozega, Croatia

Scientific Annals of Economics and Business, 2013, vol. 60, issue 1, 135-144

Abstract: Measuring customer satisfaction is a very important aspect of marketing strategy. For the organizational's survival in the long run it is indisputable to have the ability to retain the customers. Retaining customers is more profitable than attracting new ones because it is easier to sell a product or service to a someone who has already used it, rather than someone to whom is product or service completely unknown. In order to measure customer satisfaction primary datas were collected using a test method on a sample of students, by a questionnaire in a physical form, analyzing the basic elements of educational process. Also, by researching relevant national and international professional and scientific literature the test method was described, and all of its models. Finally, in the conclusion, the basic thoughts about the paper are revealed through the presentation of practical advantages and disadvantages of marketing concept of satisfaction, and reviewing recent trends in communication with students.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:aicuec:v:60:y:2013:i:1:p:135-144:n:12

DOI: 10.2478/aicue-2013-0012

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