Proceedings of 20th International Business Research Conference
4 - 5 April 2013, Dubai, UAE, ISBN: 978-1-922069-22-1
Winning in the Market Place by Defining the Higher Education
Quality Dimensions: A UAE Example
Gulcin Yaprak Anadol
In order to survive in the tough market conditions, private universities are
forced to be more marketing oriented to secure the funds coming from
enrollments. Thus service quality elements of universities become highly
important in winning the students at the market place. In the literature a
little consensus has been found on how to measure higher education
quality. The purpose of this study to identify the critical quality dimensions
of higher education. A primary research is conducted to measure the
service quality criteria of a private university in the UAE. Total 183 usable
student questionnaires are collected and 9 dimensions are defined by
using factor analysis to explain the university service quality criteria. The
results indicated that the infrastructure and financing has a significant
negative effect on customer satisfaction and word of mouth and a special
attention to be given to improve these elements to gain competitive
advantage.
JEL Codes: Marketing
*Dr. Gulcin Yaprak Anadol. Department of Marketing, University of Dubai.
UAE. Email : yanadol@ud.ac.ae