Helena Štimac

Faculty of Economics Osijek

Gajev trg 7

Croatia

HR-31000 Osijek

Tel. +385/31/224-400

Fax. +385/31/211-604

E-mail shelena@efos.hr

Competitiveness in Higher Education: a Need for Marketing Orientation and Service Quality

Mirna Leko Šimić

Faculty of Economics Osijek

Gajev trg 7

Croatia

HR-31000 Osijek

Tel. +385/31/224-400

Fax. +385/31/211-604

E-mail lekom@efos.hr

ABSTRACT. The aim of this paper is to determine the relationship between students’ expectations at time of enrollment at higher education institution and their perception of different aspects of educational service quality received. Three Business Schools (Osijek, Croatia – EFO, Ljubljana, Slovenia – FELU and Szeged, Hungary – GTK) took part in this research which was based on SERVQUAL model. The higher education market in Croatia, Slovenia and Hungary was analyzed, the competitive ability of individual faculty was determined and the possible marketing strategies in order to improve their educational service quality.

Received: June, 2012

1st Revision: July, 2012

Accepted: September, 2012

JEL Classification: A23, M31, P2

Keywords: marketing, service quality, higher education, Croatia, Slovenia, Hungary.