文章基本信息

标题：THE EFFECT OF DISTINCTIVE CAPABILITY AND CUSTOMER REQUIREMENT ON MARKETING PERFORMANCE OF HIGHER EDUCATION: A SURVEY AT PRIVATE HIGHER EDUCATION IN PALEMBANG
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作者：Maulana Ahmad ; Maulana Ahmad ; Marwa Taufiq 等
期刊名称：Eurasia: Economics & Business
电子版ISSN：2522-9710
出版年度：2020
卷号：31
期号：1
页码：28-42
DOI：10.18551/econeurasia.2020-01.04
语种：English
出版社：Grodno State Agrarian University
摘要：The measure of success of a service business lies in the internal and external satisfaction of stakeholders. Internal stakeholders in higher education are students, lecturers and employees. The size of accreditation of institutions/undergraduate study programs explains the benchmarks used as a basis for measuring and determining the quality and feasibility of undergraduate study programs in carrying out their programs. Accreditation ranking is divided into four parts, namely: (1) accreditation A with a very good predicate; (2) accreditation B with good title; (3) accreditation C with sufficient title; and (4) no accreditation. This study aims to empirically test and analyze the effect of distinctive capabilities and customer demands on marketing performance in private universities in the city of Palembang. The data used in this research is primary data. The analysis method used in this study is Ordinary Least Square (OLS). The sample used is 100 respondents of the official study program of higher education in Palembang. The results showed that the distinctive capability variable has a positive and significant effect and customer requirement have no effect on the marketing performance, but the two independent variables have a direct relationship to the marketing performance of private higher education in Palembang City.
关键词：Distinctive capability; customer requirement; marketing performance