TThe Effect of Service Marketing Mix on Customer Satisfaction of art training institutions in Guizhou Province. People's Republic of China
Keywords:
Service marketing mix, Customer satisfaction, Art training institutionAbstract
This study aimed to examine the effect of the service marketing mix on customer satisfaction at art training institutions in Guizhou Province, People's Republic of China. The study involved surveying 401 guardians of students enrolled in these institutions. This research collected data through an online questionnaire distributed via QR codes using simple random sampling. The results of multiple regression analysis on the subjects, who were mostly female, had bachelor's degrees, had 4-6 family members, had a monthly income of 5000-8000 yuan, and lived in Guizhou Province, showed that various elements of the service marketing mix, including price, product, promotion, place, process, personnel, and physical aspects, significantly influenced customer satisfaction. The findings of this study hold value for guiding future research and development in the competitive art training industry, as they can contribute to enhancing customer value and fortifying the competitive position of these institutions.
References
Abbas, J. (2020). Service quality in higher education institutions: qualitative Evidence from the students' perspectives using Maslow's hierarchy of needs. International Journal of Quality and Service Sciences, 12(3), 371-384.
Alipour, D. (2012). A new Educational Marketing Mix: The 6ps for private school Marketing in Iran. Research Journal of Applied Sciences, Engineering and Technology, 489 4(21), 4314 - 4319.
Available: http://www.360doc.com/content/23/0103/14/13672581_1062386660.shtml Retrieved March 9, 2023.
Beaton, D., Bombardier, C., Guillemin, F., & Ferraz, M. B. (2002). Recommendations for the cross-cultural adaptation of health status measures. New York: American Academy of Orthopaedic Surgeons, 12, 1-29.
Beneke, J., & Human, G. (2010). Student recruitment marketing in South Africa – An exploratory study into the adoption of a relationship orientation. African Journal of Business Management, 4(4), 435–447
Brislin,R.W(1970).Back-Translation for Cross-Cultural Research.Journal of Cross Cultural Psychology ,1(3),785-216.
Brkanlić, S., Sánchez-García, J., Esteve, E. B., Brkić, I., Ćirić, M., Tatarski, J., ... & Petrović, M. (2020). Marketing mix instruments as factors of the improvement of students' satisfaction in higher education institutions in the Republic of Serbia and Spain. Sustainability, 12(18), 7802.
Camilleri, M. A. (2021). Evaluating service quality and performance of higher education institutions: a systematic review and a post-COVID-19 outlook. International Journal of Quality and Service Sciences, 13(2), 268-281.
Carter, S., & Yeo, A. C. M. (2016). Students-as-customers' satisfaction, predictive retention with marketing implications: The case of Malaysian higher education business students. International Journal of Educational Management, 30(5), 635-652.
Chen, Y.-C. (2017). The relationships between brand association, trust, commitment, and satisfaction of higher education institutions. International Journal of Educational Management, 31(7), 973-985.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika, 16(3), 297-334.
Cubillo, J. M., Sánchez, J., & Cerviño, J. (2006). International students' decision-making process. International Journal of Educational Management, 20(2), 101–115.
Eberle, L., Milan, G. S., & Dorion, E. (2016). Service quality dimensions and customer satisfaction in a Brazilian university context. Benchmarking: An International Journal, 23(7), 1697-1716.
Fernandes, A. A. R. (2018). The mediation effect of customer satisfaction in the relationship between service quality, service orientation, and marketing mix strategy to customer loyalty. Journal of Management Development, 37(1), 76-87.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Advanced diagnostics for multiple regression: A supplement to multivariate data analysis. Advanced Diagnostics for Multiple Regression: A Supplement to Multivariate Data Analysis.
Holme, J. J., Carkhum, R., & Rangel, V. S. (2013). High pressure reform: Examining urban schools' response to multiple school choice policies. The Urban Review, 45(2),1–30.
Huang, Y. (2021). Impact of Service Marketing Mix Factors on Chinese Parents' Selection Decision on After-school Mathematics Tutorial School for Senior High School Students in Kunming City, China. The Journal of Pacific Institute of Management Science (Humanities and Social Science), 7(3), 471-491.
Hung, N. T. (2020). The impact of educational marketing on universities performance: Evidence from private management colleges of Vietnam. International Journal of Management (IJM), 11(11). 954-970.
Iskandar, S., Rifuddin, B., Ilham, D., & Rahmat, R. (2021). The role of service marketing mix on the decision to choose a school: an empirical study on elementary schools. JPPI (Jurnal Penelitian Pendidikan Indonesia), 7(3), 469-476.
Ivy, J. (2008). A new higher education marketing mix: the 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299.
Ivy, J., & Naude, P. (2004). Succeeding in the MBA marketplace: identifying the underlying factors, Journal of Higher Education Policy & Management, 26(3), 401-417.
Kazungu, I. and Kubenea, H. (2023). Customer satisfaction as a mediator of service facility and word of mouth in higher learning institutions. Journal of Applied Research in Higher Education, Vol. ahead-of-print No. ahead-of-print.
Khorsheed, R. K., Abdulla, D. F., Othman, B. A., Mohammed, H. O., & Sadq, Z. M. (2020). The Role of Services Marketing Mix 7P's on Achieving Competitive Advantages (The Case of Paitaxt Technical Institute in Kurdistan Region of Iraq). TEST Engineering and Management, 83, 15947-15971.
Kotler, P., & Armstrong, G. (2000). Marketing Management: The millennium edition. New Jersey: Prentice Hall.
Kotler, P., & Fox, K. (1995). Strategic Marketing for Educational Institutions. (2nd ed.). London: London university press.
Li, C.K., & Hung, C.H. (2009). Marketing tactics and parents' loyalty: the mediating role of school image. Journal of Educational Administration, 47(4),477–489
Li, L., Shi, J., & Zhong, B. (2023). Good in arts, good at computer? Rural students' computer skills are bolstered by arts and science literacies. Computers in Human Behavior, 140, 107573.
Li, M., Chin, C. H., Li, S., Wong, W. P. M., Thong, J. Z., & Gao, K. (2023). The Role of Influencing Factors on Brand Equity and Firm Performance with Innovation Culture as a Moderator: A Study on Art Education Firms in China. Sustainability, 15(1), 519.
Lim, W. M., Jee, T. W., & De Run, E. C. (2020). Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix. Journal of Strategic Marketing, 28(3), 225-245.
Mamta,C.(2013). Customers' (students')Perceptions About 7Ps Of Higher Education Marketing Mix. Asian Journal of Multidisciplinary Studies,106-112.
Maringe, F., & Foskett, N. (2002). Marketing university education: The Southern African experience. Higher Education Review, 34(3), 35–51.
Munteanu, C., Ceobanu, C., Bobâlcă, C., & Anton, O. (2010). An analysis of customer satisfaction in a higher education context. International Journal of Public Sector Management, 23(2), 124-140.
Nguyen, N., & Leblanc, G. (2001b). Image and reputation of higher education institutions in students' retention decisions. The International Journal of Educational Management,15(6/7), 303–311.
Nielsen. (2012). Global Consumers' Trust in 'Earned' Advertising Grows in Importance.491 Retrieved from .https://www.nielsen.com/us/en/press-releases/2012/nielsen-globalconsumers-trust-in-earned-advertising-grows/
Othman, B. A., Harun, A., De Almeida, N. M., & Sadq, Z. M. (2020). The effects on customer satisfaction and customer loyalty by integrating marketing communication and after sale service into the traditional marketing mix model of Umrah travel services in Malaysia. Journal of islamic marketing, 12(2), 363-388.
Özkan, P., Süer, S., Keser, İ. K., & Kocakoç, İ. D. (2020). The effect of service quality and customer satisfaction on customer loyalty: The mediation of perceived value of services, corporate image, and corporate reputation. International Journal of Bank Marketing, 38(2), 384-405.
Rovinelli, R. J., & Hambleton, R. K. (1976). On the use of content specialists in the assessment of criterion-referenced test item validity.
Subrahmanyam, A., & Shekhar, B. R. (2014). HiEduQual: An instrument for measuring the critical factors of students' perceived service quality. Management Science and Engineering, 8(2), 103-109.
Zhuanzang (2023). My country's art education industry status and trend analysis The market scale continues to expand and the industry is moving towards online development. [Online].
