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Marketing and Reputation in the Services Sector: Higher Education in South Africa and Singapore

Marketing and Reputation in the Services Sector: Higher Education in South Africa and Singapore

Johan De Jager, Werner Soontiens
Copyright: © 2010 |Volume: 2 |Issue: 3 |Pages: 14
ISSN: 1935-5688|EISSN: 1935-5696|EISBN13: 9781609609405|DOI: 10.4018/jisss.2010070103
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MLA

De Jager, Johan, and Werner Soontiens. "Marketing and Reputation in the Services Sector: Higher Education in South Africa and Singapore." IJISSS vol.2, no.3 2010: pp.28-41. http://doi.org/10.4018/jisss.2010070103

APA

De Jager, J. & Soontiens, W. (2010). Marketing and Reputation in the Services Sector: Higher Education in South Africa and Singapore. International Journal of Information Systems in the Service Sector (IJISSS), 2(3), 28-41. http://doi.org/10.4018/jisss.2010070103

Chicago

De Jager, Johan, and Werner Soontiens. "Marketing and Reputation in the Services Sector: Higher Education in South Africa and Singapore," International Journal of Information Systems in the Service Sector (IJISSS) 2, no.3: 28-41. http://doi.org/10.4018/jisss.2010070103

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Abstract

Over the past few decades the tertiary sector has developed from a predominantly inward focussed industry serving public interest to an internationalised and commercially competitive industry. Resulting from this fundamental change is a drive to better understand the most prominent dimensions that impact on internationalisation, more particularly, the expectations and experiences of students. Although some of these can be argued to be country specific, and thus differentiate between markets, others are universal and impact on the overall industry. One of the latter is a pressure to consider and treat students as clients introducing all the dynamics of service delivery and management. The primary objective of this paper is to identify the most important variables related to marketing and reputation issues when selecting a university in South-Africa and compare the same for Singapore students. This study revealed that the most important consideration for the South African sample, regarding marketing and reputation related variables when choosing an institution of higher education, is the academic reputation of the institution, while the marketing activities were regarded as priority by the Singaporean sample.

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