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In order to determine the innovative service attributes of the e-book service model, the study proposed the Kano model with the strategic experiential module (SEM). First, the study identified sixteen attributes that affect the innovative services of e-book through expert panel discussion and key customer interviews. These attributes were then grouped into the five elements of the experience marketing...
As competition intensifies and environmental factors become more hostile, the concern for service quality grows. Student numbers have become a focal point in the offering of programmes. With regular quality audits, academia prioritises the fulfillment of the HEQC criteria, but lacks the provision of service quality to the student. If service quality is to become the cornerstone of marketing strategy,...
The higher education industry is traditionally viewed as a service industry. Exporting higher education to emerging economies such as China is becoming increasingly important for traditional education-exporting countries such as Australia, the UK and the USA. This study examines the relationship between country image and perceptions of higher education quality as well as their effects on Chinese students'...
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