SERVICE MARKETING FOR ENHANCING EDUCATIONAL QUALITY AT UNIVERSITIES: A STUDY IN VIETNAM

Abstract

Service marketing, widely applied in business, is increasingly being adopted in the field of education, particularly in higher education. This is essential in the context of commercializing higher education and global education competition. This study delves into understanding the application of service marketing in education at universities. The research results reveal that the university has utilized all service marketing tools in its educational service marketing activities, including product, pricing, place/distribution, promotion, people, physical evidence, and process, to enhance enrollment and elevate the university's brand in the context of autonomous enrollment and comprehensive quality enhancement and branding efforts. Additionally, the study identifies the strengths and limitations in the university's educational service marketing activities.