The purpose of this paper is to examine the relationships of service marketing mix (SMM) as service input and service output in terms of students’ performance, satisfaction and referral act in context to higher and technical education (HTE) through the application of structural equation modeling.Design/methodology/approachA quantitative research, conducted through a self-administered survey composed by a closed-ended structured questionnaire, was incorporated for the students who were enrolled in the technical educational institutions situated in the Khandesh region of India.FindingsThe findings of this study revealed that traditional SMM is statistically linked with the performance of students in terms of skill and knowledge enhancement, satisfaction and referral act of students, which are perceptible new emerging SMM; performance, pleasure and pointing out in terms of service output.Practical implicationsIntegrating SMM as service input and service output are productive for HTE in enhancing growth (quantitatively) by the inclusivity of diversified students and development (qualitatively) by enhancing their performance for global standing, making them satisfied and motivating them for recommending their institution to others. This integration can be utilized as a yardstick by the institutions for staying ahead in students’ market with a distinctive competitive advantage.Social implicationsGrowth and development of HTE will raise a society’s quality of life and thereby increase a country’s socio-economic status.Originality/valueThe study has exhibited SMM as input and output of a service system that is useful for the growth and development of HTE. The measurement tool presented is effective in (re)framing policies on SMM as service input based on desired service output.
Journal of Applied Research in Higher Education – Emerald Publishing
Published: Apr 7, 2020
Keywords: Higher and technical education; Measurement model; Service marketing mix; Service marketing; India
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