Sustainable Marketing and Its Impact on Higher Education Service Quality: A Comparative Analysis
Sustainable Marketing and Its Impact on Higher Education Service Quality: A Comparative Analysis

Author(s): Lidija Bagarić, Dunja Meštrović, Ivana Ivančić
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Sustainable marketing; Service quality; Student perceptions; Institutional performance; Sustainability in higher education
Summary/Abstract: This study aims to conduct longitudinal research on sustainablemarketing practices in higher education. By focusing on the student perspective,it aims to investigate how sustainable marketing initiatives affect HEIperformance, particularly in terms of service quality. The proposed study usesa quantitative research methodology and compares the results to the originalfindings to determine if significant changes have occurred.The research provides a valuable insight into the evolving role of sustainablemarketing in the higher education context. It both confirms previous conclusionsand provides a longitudinal perspective on the impact of sustainability effortson institutional performance from a student-centred perspective. Readers canbenefit from an updated analysis of the effectiveness of sustainable marketingin higher education. This study is valuable for educational policymakers whowant to understand how sustainability initiatives affect student satisfactionand institutional success over time.

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