The evolving interpretations of customers in higher education: empowering the elusive

Students within higher education are increasingly referred to as customers. And there have been increasing pressures for academics to respond to them as such. Universities, especially their management, have been adopting the vocabulary of quality management systems that may be more commonplace in industry. In recent decades, there has been a fierce debate among academics as to whether this approach is appropriate in the academic sector, and whether students are customers, consumers, clients, etc. This paper explores the debate and the central ideas that have informed it. Despite the largely semantic debate over the definition of customers, universities have attempted to empower the multiple stakeholders, using a variety of tools. The paper goes on to discuss how the nature of students is evolving with the move toward widening access, and how the concepts and tools surrounding quality systems must also evolve.     

如何将服务贸易的比较优势转化为竞争优势

服务贸易不同于货物贸易,服务贸易的比较优势、竞争优势也与货物贸易不同。服务贸易具有不可分离性、不可触知性、不可储存性等特点。服务贸易比较优势主要是以人力资本为基础。企业的长期发展,必须将比较优势转化为竞争优势。要加快国内服务业发展,进一步开放服务贸易市场,优化和升级我国国际服务贸易结构,提高整体竞争力。     

如何提升高职院校的人文素养教育

目前高职院校强调培养技能型人才,忽视人文素质教育,阻碍了学生可持续发展的潜力。高职学院应转变办学理念,重视人文素质教育,转变培养方式,调整课程体系与结构,加强人文素养教育的师资建设,营造有利于学生发展的校园人文环境,全面提高学生的人文素养,培养具有创新精神的高技能人才。     

Introducing management models in service organisations in developed and developing countries

The aim of this paper is to examine the application of the European Foundation for Quality Management model for self-assessment as a means to introduce changes in management in services in higher education institutions (HEIs) in Spain and in Jordan. This paper uses the case study methodology on eight administrative services in a public university in Spain and seven university services in two Jordanian universities, a public and a private institution. The findings show the steps that an administrative service may follow in order to apply the questionnaire approach successfully in a reform process, the difficulties, the benefits and the success factors in both countries and the consequences of the changes introduced. The study provides lessons for decision makers and managers from other universities in developed and developing countries, who wish to introduce the practice of quality management by creative means. This paper extends knowledge on self-assessment (steps, difficulties, benefits, success factors and changes in management) to services in HEIs.     

Antecedents and consequences of co-creation in credence-based service contexts

The present study proposes that co-creation is a dialogical process which involves a high level of participation by both partners, and attempts to test a co-creation model, where partners engage in a service interaction using their operant resources. Results from 65 exploratory interviews and 502 scenario-based experiments demonstrate that operant resources lead to higher levels of participation; however, participation by one partner does not lead to co-creation unless the other partner is also participating, indicating the constructive effects of a mutually contributing relationship. Results also imply that co-creation is a highly contextual and interactive phenomenon, thus the dimensions and the effects of mutual participation should be interpreted by investigating specific service contexts. Positive outcomes significantly increase with co-creation; however, well-being seems to be a concept intertwined within the dyadic service relationship rather than a remote state of the consumer.     

If only consumers knew: How sampling impacts wine innovation diffusion in the U.S. foodservice industry

A survey (n = 151) explored consumers’ experiences with wine-on-tap, a current trend in the U.S. foodservice industry. Wine consumers’ innovativeness (R² = .49) was explained by wine involvement, opinion leadership, and usage of information sources. Those who recently tried wine-on-tap (n = 43) were significantly more innovative (innovators) than those who never tried it (noninnovators). Furthermore, noninnovators expected to pay significantly less for a glass of wine-on-tap when compared with wine poured from a bottle. Contrary to expectations, the driving force for noninnovative behavior is lack of availability and awareness as opposed to a lack of interest in wine-on-tap.     

Multigroup validation of the service quality,customer satisfaction and performance links in higher education

The notion of ‘students as customers’ continues to be prominent, yet is insufficiently explored, especially from the standpoint of various stakeholders. To address this inadequacy, the present study employs a multigroup analysis of the service profit chain (SPC) model in higher education (HE). Its purpose is to examine the complete SPC model regarding stakeholder perceptions in order to inform its validation and implementation. A cross-sectional survey was employed in order to enable multigroup comparison of a comprehensive research model on subsamples of employees and students by means of structural equation modeling (SEM). Results provide support for the proposed SPC model within the sample of vocational colleges. Besides strongly linked constructs (quality–satisfaction–loyalty), some notable weaknesses (cracked ‘satisfaction mirror’) are found. Multigroup analysis also indicates some important differences between employees and students. Implications are provided for strategic service management in HE, which should acknowledge the differences among stakeholder perceptions.     

How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior

The opportunities and challenges of omnichannel in retail industry have been widely discussed, yet despite these benefits, the key elements that constitute an effective omnichannel and how customers respond to omnichannel retailing strategies remain unclear. This research conducted online surveys to test the effects of omnichannel elements on various brand experiences and customer retention, considering the moderating role of purchase behavior. The results indicate that omnichannel elements (integration, individualization, and interaction) are generally helpful in retaining customers, through omnichannel elements influence brand experiences differently. In addition, these omnichannel elements have different influences on customer retention due to different purchase behaviors. The findings suggest that retailers can use different omnichannel strategies to attract customers’ purchases and provide insights for practitioners who want to use omnichannel strategies to deliver superior experiences for customers.     

How to Make Higher Education Institutions Innovative: An Application of Market Orientation Practices

In the present era, higher education is considered a booming and significantly contributing sector to the economy of many countries. Due to the intense competition prevailing in the higher education sector, higher education institutions need to become market oriented and innovate in courses, delivery methods and student support services. Consequently, they could meet increasing expectations placed on them for quality of education and support services. The main aim of this study is to investigate the influence of both market orientation and its dimensions, on innovation in higher education institutions. This study also considered the age of the faculty a moderator to these influences. The sample comprised 270 managers and course cordinators attached to faculties, schools or units in Sri Lankan higher education institutions. The surveys were administered for data collection. The study has several contributions to the literature- all the three dimensions of market orientation, significantly and positively influenced innovation in higher education institutions. The age of the faculty significantly moderated the influence of both market orientation and its dimensions (Intelligence Generation and Responsiveness), on innovation. This study also expand the focus of theory of six sigma by applying it from market orientation and customer orientation perspectives. Finally, this study has modified items measuring several constructs to suit the higher education context which can be used by future researchers. From the findings, several practical implications are given to officials in higher education institutions for innovating in courses, delivery methods and support services. The article concludes with many useful directions for future researchers.     

“中国梦”融入高校理想教育的途径探究

高校理想教育需要契合时代需求,与时俱进。中国梦融入高校理想教育刻不容缓,在融入途径上,应接轨生活世界,回归大众生活;打造文化平台,创新话语方式;尊重主体价值,引导个体自觉性,进而夯实融入高校理想教育的现实之基,奠定发展之源,建立价值之本,实现融入目的。     

The role of corporate identity management in the higher education sector: an exploratory case study

This paper examines the corporate identity concept and presents an empirical test of a corporate identity model in the context of the higher education sector. The various components of corporate identity are investigated and the results are presented in diagrammatic form in the proposed and updated corporate identity taxonomy. A qualitative exploratory approach was taken, comprising in-depth interviews with key informants involved in the implementation of corporate identity at a major UK university. The taxonomy illustrates communication, design, culture, behaviour, structure, industry and strategy as the main components of corporate identity. The study also demonstrates how and where issues of corporate identity are discussed within an organisation and how the results of these discussions are fed into management structure. As with any such exploratory case study, there are limits to the generalisability of the findings. Further research is required to ascertain whether the findings of this study also apply in other settings. The results will be helpful to communication professionals who deal with an organisation’s corporate identity, branding and communication and who aim to enhance the consistency of messages both written and visual within their organisation.     

高职优秀传统文化教育的时代使命与实践路径探究

优秀的传统文化教育对塑造大学生中国气质、传承与发展传统文化、培养社会主义建设者和接班人都具有重要作用。剖析高职优秀传统文化教育中大学生主体意识不强、课程设置欠合理和诸多复合因素的实际影响,提出高职优秀传统文化教育加强课程建设、提升教师传统文化素养、营造和谐的校园文化氛围、整合传统文化资源等具体措施,以期实现优秀传统文化春风化雨、文化育人的功能。     

Teaching International Business Across Multiple Modes of Delivery: How to Maintain Equivalence in Learning Outcomes

The drivers of globalization are changing how, where, and when international business (IB) is being taught, and increasing student diversity. Concomitantly, education is becoming an important contributor to GDP in developed economies. Today, the same course may be taught at home to domestic and in-bound international students, in host countries, online, and through blended learning techniques. The increasing variety of modes of delivery raises an important question, however—how to deliver the same material in different contexts and achieve the same learning outcomes. This article examines the changing face of IB education and presents a case study on how this question has been answered at one Australian university.