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A service marketing approach to recruiting students in German private universities : exploratory thesis of student expectations and experiences

Platz, S 2016, A service marketing approach to recruiting students in German private universities : exploratory thesis of student expectations and experiences , PhD thesis, University of Salford.

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Changes in the higher education sector have forced private universities in Germany to reflect how they can best compete in the market, attract students, find their market niche and differ-entiate themselves from similar institutions. The recruitment of students at private universities is particularly difficult. This study explores which factors influence their selection and evalua-tion process. In order to better understand students’ expectations and experiences, the study compares the selection criteria of students at state and private universities. The results indicate the criteria which are relevant for students for and after enrollment at state and private univer-sities in Germany. Undergraduate students have often unrealistic expectations and therefore are often disappointed about their chosen university. The analysis of private university stu-dents’ selection criteria is important, as marketers can specifically develop and address their expectations and needs. The study reveals that different types of students apply different crite-ria for selecting and evaluating private universities. Based on an empirical study of 152 stu-dents at one state and one private university in Hamburg, the thesis shows similarities and dif-ferences between the selection and evaluation phases and between the two types of higher ed-ucation institutions. The statistical outcomes are based on a descriptive, a bivariate, an explor-ative factor and multivariate regression analysis. The developed conceptual recruitment and marketing model will support recruitment strategies at private universities. The study derives important implications for strategic marketing and management activities and student satisfac-tion management of higher education institutions in Germany. Moreover, recommendations for future studies are outlined. The expectations and experiences of students have not been analysed in depth at private universities in Germany. Data or studies which analyses the stu-dents selection and evaluation process and determine different types of students are missing for German private universities. Furthermore, reliable studies which also compare the selec-tion process for private and state universities in Germany are missing. Thus, the study helps to fill this important gap. Secondly, and on a practical nature, it is hoped that the study will pro-vide higher education practicioners with empirical evidence that can be used in future re-cruitment strategies.

Item Type: Thesis (PhD)
Schools: Schools > Salford Business School > Business and Management Research Centre
Depositing User: WM Taylor
Date Deposited: 02 Sep 2016 08:28
Last Modified: 02 Sep 2016 08:28

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