Journal Press India®

Exploring Frontline Conflicts at Higher Education Institutions

Vol 12 , Issue 1 , January - June 2011 | Pages: 1-16 | Research Paper  

https://doi.org/10.51768/dbr.v12i1.121201101


Author Details ( * ) denotes Corresponding author

1. * Katalin Jäckel, Senior Lecturer, Department of Marketing, Budapest Business School (College for Foreign Trade), Institute of Trade and Marketing, Budapest, Hungary

Higher education plays a crucial role in knowledge-based economies. In the New Economy, only complex and multi-colour higher education institutions can meet the varied expectations and challenges of the ever-changing environment. This paper explores the frontline focusing
on  the  conflicts at  higher education institutions. It  is  assumed that  there  is  a close relationship between judging the quality of services and the quality of frontline since an immediate message about the culture and values of the service-provider is conveyed to the customer by the behaviour perceived in the frontline. Based on both qualitative and quantitative research, this paper aims to draw general and practical conclusions about the following:

a)  What are the main causes of satisfaction or dissatisfaction for users in an educational context?
How  does  frontline judge its  position, how  does  it rate  its  own  activity and  what  do  students think  of this?

b)  Which are the critical areas, causes of conflicts between students and the frontline?

c)  How can jay-customers be typified and how can they affect the service process? The exact definition of behaviour-types may facilitate proactive provider behaviour.

d)  The study intends to prove the importance and feasibility of experimental research, a useful method to refine results.

Keywords

Higher Education, Frontline, Jay-customers, Conflicts.

  1. Abelson, R.P. (1968), Simulation of Social Behavior. In G. Lindzey and E. Aronson (eds), Handbook of Social Psychology, 2nd edn., Reading, Mass.: Addison-Wesley.
  2. Aldridge, S. and Rowley, J. (1998), Measuring Customer Satisfaction in Higher Education, Quality Assurance in Education, Vol. 6, No. 4, pp.197-204.
  3. Arambewela, R., Hall, J., and Zuhair, S. (2005), Postgraduate International Students from Asia: Factors Influencing Satisfaction, Journal of Marketing for Higher Educational Institutions, Vol. 15, No. 2, The Haworth Press, Ny, pp.105-127.
  4. Bay, D. and Daniel, H. (2001), The Student is not the Customer - An Alternative Perspective – Journal of Marketing for Higher Educational Institutions, Vol. 11, No. 1, The Haworth Press, Ny, pp.17-28.
  5. Browne, B.A., Kaldenberg, D.O., Brownie, W.G., and Brown, D.J. (1998), Student as Customer: Factors Affecting Satisfaction and Assesments of Institutional Quality, Journal of Marketing for Higher Educational Institutions, Vol. 8, No. 3, The Haworth Press, Ny, pp.1-14.
  6. Conrad, M . and Conrad, M. (2001), Factors that Predict Academic Reputation don’t always Predict Desire to Attend, Journal of Marketing for Higher Educational Institutions, Vol. 11, No. 4, The Haworth Press, Ny, pp.1-18.
  7. Shash, A., Zeis, C., Regassa, H., and Ahmadian, A. (1999), Expected Service Quality as Percieved by Potential Customers or Fan Educational Institution, Journal of Marketing for Higher Educational Institutions, Vol. 9, No. 3, The Haworth Press, Ny, pp.49-72.
  8. Corbitt, B. (1998): Managing Quality by Action Research- Improving Quality Service Delivery in Higher Education as a Marketing Strategy, Journal of Marketing for Higher Educational Institutions, Vol. 8, No. 3, The Haworth Press, Ny, pp.45-62.
  9. Dinya, L. (2005), A felsooktatás marketingkihívásai, Marketingoktatás és kutatás a változó Európai Unióban, Szent István Egyetem, Gyor, MOK konferencia.
  10. Fullerton, R.A. and Punj, G. (1997), What is Consumer Misbehaviour?, Advances in Consumer Research, Vol. 24, pp.336-339.
  11. Harker, D., Slade, P., and Harker, M. (2001), Exploring the Process of “School Leavers” and “Mature Students” in University Chice, Journal of Marketing for Higher Educational Institutions, Vol. 11, No. 2, The Haworth Press, Ny, pp.1-20.
  12. Harris, L.C. and Reynolds, K.L. (2003), The Consequences of Dysfunctional Customer Behavior, Journal of Services Research, Vol. 6, No. 2, pp.144-161.
  13. Joseph, M. and Joseph, B. (1997), Emloyeer’s Perceptions of Service Quality in Higher Education, Journal of Marketing for Higher Educational Institutions, Vol. 8, No. 2, The Haworth Press, Ny, pp.1-13.
  14. Kelsey, K.D. and Bond, J.A. (2001), A Model of Measuring Customer Satisfaction within an Academic Center of Excellence, Managing Service Quality, Vol. 11, No. 5, pp.359-367.
  15. Langer, K. (2008), Alkalmazott pszichológia a marketingben In: Marketing Oktatók Klubja 2008 Konferencia, 2008.08.28- 29, Budapesti Corvinus Egyetem, pp.1-10, Paper 8, Konferenciacikk/Eloadás cikke.
  16. LaLonde, B. and Zinszer, J. (1976): Customer Service: Meaning and Measurement, Chicago: National Council of Physical Distribution Management.
  17. Lehtinen, J. (1983), Asiakasohjautuva Palveluyritys (Customer-oriented service firm), Espoo: Weilin & Göös.
  18. Little, M., O’Tootle, D., and Wetzel J. (1997), The Price Differential’s Impact on Retention, Recruitment, and Quality in a Public University, Journal of Marketing for Higher Educational Institutions, Vol. 8, No. 2, The Haworth Press, Ny, pp.37-51.
  19. Lovelock, Ch. (1994), Product Plus: How Product and Service = Competetive Advantage, New York: McGraw-Hill. 
  20. McKnight, O., Paugh, R., McKnight, and Parker, H. (2009), Reexamining the Helicopter Parent: What Every Marketing Professional in Higher Education should Know, Presented at the 45th Annual Marketing Management Association International Conference, March 18-20, 2009.
  21. Meszlényi, R. and Dombróczky, Z. (2004), A hazai felsooktatás jövoképe: Marketingoktatás helyett oktatásmarketing, MMSZ Magyar Oktatók Klubja Konferencia, CD, Sopron, 1-11.
  22. Oldfield, B.M. and Baron, S. (2000), Student Perceptions of Service Quality in a UK University Business and Management Faculty, Quality Assurance in Education, Vol. 8., No. 2, pp.85-95.
  23. Sirvanci, M.B. (2004), Critical Iissues for TQM Iimplementation in Higher Education, The TQM Magazine, Vol. 6, pp.382-386.
  24. Schneider, B. and Bowen, D.E. (1985), Employee and Customer Perceptions of Service in Banks: Replication and Extension, Journal of Applied Psychology, p.70.
  25. Schneider, B., Parkington, J.J., and Buxton, V.M. (1980), Employee and Customer Perceptions of Service in Banks Administrative Science Quarterly, Vol. 25, pp.252-267.
  26. Trombly, R.M., Comer, R.W., and Villamil, J.E. (2002), Case III: Managing Conflict – The Case of the Faculty Stuck in the Middle, Journal of Dental Education, Vol. 66, pp.533-540.
  27. Veres, Z. and Jäckel, K. (2003), Frontvonal audit – HR-szempontok a frontvonal-menedzsmentben, (Frontline audit – HR- Aspects in Frontline Management), Marketing Oktatók Klubjának IX, Konferenciája eloadásai, Debrecen.
  28. Veres, Z. and Mihály, N. (2007), Paradoxie der Qualität und der Erforschung der Zufriedenheit an den Hochschulen, Update, Mainz. Nr. 4, pp.29-31.
  29. Zoltayné Paprika, Z. (2005), Döntéselmélet (Decision theory), 2nd edition, Budapest: Alinea.
Abstract Views: 7
PDF Views: 241

Advanced Search

News/Events

Institute of Managem...

Deccan Education Society Institute of Management Development and Re...

S.B. Patil Institute...

Pimpri Chinchwad Education Trust's S.B. Patil Institute of Mana...

D. Y. Patil IMCAM, A...

D. Y. Patil Institute of Master of Computer Applications & Managem...

Vignana Jyothi Insti...

Vignana Jyothi Institute of Management International Conference on ...

Department of Commer...

Department of Commerce, Faculty of Commerce & Business, University...

Birla Institute of M...

Birla Institute of Management Technology (BIMTECH) 3rd Pritam Singh M...

OP Jindal University...

OP Jindal University, India 4th International Conference on  ...

Department of MBA, N...

Department of MBA, Narayana Engineering College Nellore International...

Vignana Jyothi Insti...

Vignana Jyothi Institute of Management Conference Proceedings,...

Online Proceedings R...

Conference Proceedings, March 2023 ISBN: 978-81-956810-6-8 ...

By continuing to use this website, you consent to the use of cookies in accordance with our Cookie Policy.