Analisis Pengaruh Bauran Pemasaran terhadap Kualitas Jasa dan Kepuasan Pelanggan Eksternal Perguruan Tinggi Swasta di Kota Medan  

Oleh:

Sembiring, Beby Karina Fawzeea

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: Jurnal Aplikasi Manajemen vol. 7 no. 4 (2009), page 867-873.
Topik: Marketing Mix; Service Quality; External Customer Satisfaction
Fulltext: 867-873.pdf (1,000.61KB)

Isi artikel

Recently in this free market era, there have been widely open chances for foreign private university to go along with national education exertions. As a result, local private university must enhances it service quality programs such as using marketing-mix concept as an attempt to survive in more hyper-competitive competition. This research aims to verify the correlation between marketing-mix dimensions such as: product, place, promotion, process, people, price and physical evidence with service quality and external customer satisfaction of private university in Medan.Empirical testing Using Structural Equation Modeling (SEM) which is supported by the research hypothesis. The research result indicates that the application of marketing-mix dimensions (7P) can directly affects the improvement of service quality and gives the external customer satisfaction. According to the result, private university must improve its employee performance first.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali