This work is licensed under a Creative Commons Attribution 4.0 International License.
The Impact of Strategic Marketing Performance on Educational Service Quality and Student Satisfaction: A Case Study of Imam Al-Kadhim College
Corresponding Author(s) : Ali Ashour Abdullah
American Journal of Economics and Business Management,
Vol. 7 No. 9 (2024): September
Abstract
Strategic marketing performance holds paramount importance in revealing the structural capital of all institutions, particularly educational institutions, amidst the heightened competition witnessed across various sectors. This competition ranges from market saturation of universities and colleges, whether governmental, private, local, or international, to Arab, regional, and global universities. This research aims to elucidate the impact of strategic marketing performance in its dimensions (marketing message, marketing environment, marketing objectives, marketing and strategic planning strategies, human and material resources) on the quality of educational service represented by the following factors (employees, recruitment, faculty members, institutional image (reputation), college infrastructure, educational material, student activities, admissions and registration, library), and student satisfaction represented by dimensions (satisfaction with teaching, administrative, and technical staff, satisfaction with educational material, satisfaction with institutional image (reputation), satisfaction with college infrastructure) for the study sample (Imam Al-Kadhim College) by preparing a questionnaire encompassing three above-mentioned variables and their key inquiries. The results were extracted, confirming the study hypothesis of the significant effect of marketing strategies on the quality of banking service and student satisfaction at Imam Al-Kadhim College.
Keywords
Download Citation
Endnote/Zotero/Mendeley (RIS)BibTeX
- Ande, D. F. (2024). Investigating the impact of service leaders’ competencies, organisational service orientation, network capabilities, and perceived service quality on Umrah travel agencies’ performance. Journal of Islamic Marketing, 15(3), 653–681. https://doi.org/10.1108/JIMA-06-2022-0185
- Bouranta, N. (2024). Integrating online learning into service quality assessment in higher-education its influence on student satisfaction. TQM Journal. https://doi.org/10.1108/TQM-06-2023-0180
- Buckley, J. (2024). Conducting Power Analyses to Determine Sample Sizes in Quantitative Research: A Primer for Technology Education Researchers Using Common Statistical Tests. Journal of Technology Education, 35(2), 81–109. https://doi.org/10.21061/jte.v35i2.a.5
- Awatef Younis Al-Zaywani. (2004). The Impact of E-Commerce on the Marketing Performance of Service Organizations in Maintaining Service. Mosul, Iraq: College of Administration and Economics / University of Mosul.
- Ambler, T., Kokkinaki, F., & Puntoni, S. (2004). Assessing Marketing performance: reasons for metrics selection. online: Journal of Marketing Management: 20, file://A:search.epnet.com.
- E N Berkowitz، R.A Kerin، و W. Rudelius. (2000). Marketing, 6th Ed. Boston, USA.: Irwin McGraw-Hill.
- Faiz Omar Mohammed Mahjoub. (1999). Strategic Risk and Its Impact on Financial Performance. Baghdad, Iraq: College of Administration and Economics / University of Baghdad.
- Gikandi, A. (2024). Distinguishing Clinical from Statistical Significances in Contemporary Comparative Effectiveness Research. Annals of Surgery, 279(6), 907–912. https://doi.org/10.1097/SLA.0000000000006250
- Jiang, W. (2024). Research on health evaluation algorithm of unilateral hypothesis of instrument based on norm analysis. Proceedings of SPIE - The International Society for Optical Engineering, 13219. https://doi.org/10.1117/12.3036609
- Lara, M. G. O. De. (2024). SERVICE DELIVERY AND QUALITY ASSURANCE IN ADMINISTRATIVE UNITS OF HIGHER EDUCATION INSTITUTIONS DURING THE PANDEMIC. Corporate and Business Strategy Review, 5(1), 494–504. https://doi.org/10.22495/cbsrv5i1siart22
- LI, S. (2024). Research on various flexible cooperation problems between storage agent suppliers from the perspective of government-enterprise joint reserves. Journal of Industrial Engineering and Engineering Management, 38(2), 243–254. https://doi.org/10.13587/j.cnki.jieem.2024.02.018
- Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management 16e. New York: Pearson.
- sahney, S., Banwet, D., & Karunes S. (2003). Enhancing Quality in Education: Application of Quality Function Deployment - An industry perspective. An industry perspective, vol 52 NO. 6.
- Saleem, S. M. U. (2024). A comprehensive analysis of service quality: a systematic literature review. Total Quality Management and Business Excellence, 35(9), 1124–1166. https://doi.org/10.1080/14783363.2024.2357805
- Salem Aflouzan. (2014). The Impact of Relationship Marketing on Improving Marketing Performance: A Case Study of Algerian Communications Mobilis Agency in the Umm al-Bawaki Province between 2012 and 2013. Umm al-Bawaki, Algeria: Faculty of Economic Sciences, Commercial Sciences, and Management Sciences, Department of Commercial Sciences / Arab Ben Mhidi University - Umm al-Bawaki.
- Thamer Al-Bakri. (2008). Marketing Strategies. Amman, Jordan: Dar Al-Yazouri Scientific Publishing and Distribution.
- Thamer Yasser Al-Bakri. (2002). Marketing Management. Baghdad: Ministry of Higher Education and Scientific Research.
- Tribus, M. (1988). Total Quality in Schools of Business & Engineering. Exergy: Inc. Hayward CA.
- Xiaolin, Z. (2024). AI-Empowered Policy for Science & Technology Decision Intelligence —Developing New Quality Productive Forces for Knowledge Services. Data Analysis and Knowledge Discovery, 8(3), 1–9. https://doi.org/10.11925/infotech.2096-3467.2024.0188
- Zhou, Y. (2024). Research Advances in the Giant Impact Hypothesis of Moon Formation. Space: Science and Technology (United States), 4. https://doi.org/10.34133/space.0153
References
Ande, D. F. (2024). Investigating the impact of service leaders’ competencies, organisational service orientation, network capabilities, and perceived service quality on Umrah travel agencies’ performance. Journal of Islamic Marketing, 15(3), 653–681. https://doi.org/10.1108/JIMA-06-2022-0185
Bouranta, N. (2024). Integrating online learning into service quality assessment in higher-education its influence on student satisfaction. TQM Journal. https://doi.org/10.1108/TQM-06-2023-0180
Buckley, J. (2024). Conducting Power Analyses to Determine Sample Sizes in Quantitative Research: A Primer for Technology Education Researchers Using Common Statistical Tests. Journal of Technology Education, 35(2), 81–109. https://doi.org/10.21061/jte.v35i2.a.5
Awatef Younis Al-Zaywani. (2004). The Impact of E-Commerce on the Marketing Performance of Service Organizations in Maintaining Service. Mosul, Iraq: College of Administration and Economics / University of Mosul.
Ambler, T., Kokkinaki, F., & Puntoni, S. (2004). Assessing Marketing performance: reasons for metrics selection. online: Journal of Marketing Management: 20, file://A:search.epnet.com.
E N Berkowitz، R.A Kerin، و W. Rudelius. (2000). Marketing, 6th Ed. Boston, USA.: Irwin McGraw-Hill.
Faiz Omar Mohammed Mahjoub. (1999). Strategic Risk and Its Impact on Financial Performance. Baghdad, Iraq: College of Administration and Economics / University of Baghdad.
Gikandi, A. (2024). Distinguishing Clinical from Statistical Significances in Contemporary Comparative Effectiveness Research. Annals of Surgery, 279(6), 907–912. https://doi.org/10.1097/SLA.0000000000006250
Jiang, W. (2024). Research on health evaluation algorithm of unilateral hypothesis of instrument based on norm analysis. Proceedings of SPIE - The International Society for Optical Engineering, 13219. https://doi.org/10.1117/12.3036609
Lara, M. G. O. De. (2024). SERVICE DELIVERY AND QUALITY ASSURANCE IN ADMINISTRATIVE UNITS OF HIGHER EDUCATION INSTITUTIONS DURING THE PANDEMIC. Corporate and Business Strategy Review, 5(1), 494–504. https://doi.org/10.22495/cbsrv5i1siart22
LI, S. (2024). Research on various flexible cooperation problems between storage agent suppliers from the perspective of government-enterprise joint reserves. Journal of Industrial Engineering and Engineering Management, 38(2), 243–254. https://doi.org/10.13587/j.cnki.jieem.2024.02.018
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management 16e. New York: Pearson.
sahney, S., Banwet, D., & Karunes S. (2003). Enhancing Quality in Education: Application of Quality Function Deployment - An industry perspective. An industry perspective, vol 52 NO. 6.
Saleem, S. M. U. (2024). A comprehensive analysis of service quality: a systematic literature review. Total Quality Management and Business Excellence, 35(9), 1124–1166. https://doi.org/10.1080/14783363.2024.2357805
Salem Aflouzan. (2014). The Impact of Relationship Marketing on Improving Marketing Performance: A Case Study of Algerian Communications Mobilis Agency in the Umm al-Bawaki Province between 2012 and 2013. Umm al-Bawaki, Algeria: Faculty of Economic Sciences, Commercial Sciences, and Management Sciences, Department of Commercial Sciences / Arab Ben Mhidi University - Umm al-Bawaki.
Thamer Al-Bakri. (2008). Marketing Strategies. Amman, Jordan: Dar Al-Yazouri Scientific Publishing and Distribution.
Thamer Yasser Al-Bakri. (2002). Marketing Management. Baghdad: Ministry of Higher Education and Scientific Research.
Tribus, M. (1988). Total Quality in Schools of Business & Engineering. Exergy: Inc. Hayward CA.
Xiaolin, Z. (2024). AI-Empowered Policy for Science & Technology Decision Intelligence —Developing New Quality Productive Forces for Knowledge Services. Data Analysis and Knowledge Discovery, 8(3), 1–9. https://doi.org/10.11925/infotech.2096-3467.2024.0188
Zhou, Y. (2024). Research Advances in the Giant Impact Hypothesis of Moon Formation. Space: Science and Technology (United States), 4. https://doi.org/10.34133/space.0153