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001-es BibID:	BIBFORM054316
Első szerző:	Kiss Marietta (közgazdász)
Cím:	Analysis of the signaling hypothesis in higher education marketing via classroom experiment / Kiss Marietta, Kun András István
Dátum:	2014
ISSN:	1582-5450
Megjegyzések:	In the international literature of information asymmetry research on the field of marketing has been published since the 1970s. Several authors revealed the signal function of the quantity and specificity of the information in the marketing communication activities mainly in case of experience goods, i.e. sellers of better quality products and services communicate a higher quantity of and more specific pieces of information voluntarily because this causes less risk for them than for their weaker competitors. If this practice is well-known by the customers and for this reason they trust in the products and services about which they possess more and/or more accurate pieces of information, then this business behaviour pays off for the firm with higher quality products in the higher prices and repurchases and becomes permanent. On the other hand, for the firms with lower quality products the behaviour of publishing no, less or less specific pieces of information becomes the norm. This paper examines this phenomenon in the market of higher education institutions. Our research questions therefore are the following: How does the quantity and quality of the information published by the higher education institutions affect customers' evaluation on them? Is there any difference in this effect according to how much the published information is connected to the usual educational quality measures? To answer these questions we used quantitative classroom experiment method with 101 higher education students. The results of this experiment confirmed our hypotheses that the better universities and colleges gain competitive advantage by publishing more and highly specific information about themselves. Especially the information that is related strongly to the academic quality measures is important. In contrast, more informative behaviour contributes to the competitive disadvantage for the lower quality institutions. Our findings aim to contribute to the better understanding of the informational behaviour of higher education institutions. These results can also be useful for those responsible for the marketing communication of such organisations and for those who base their decisions on this communication.
Tárgyszavak:	Társadalomtudományok Közgazdaságtudományok idegen nyelvű folyóiratközlemény külföldi lapban signaling information asymmetry higher education marketing
Megjelenés:	The Annals of the University of Oradea. Economic Sciences 23 : 1 (2014), p. 1005-1012. -
További szerzők:	Kun András István (1978-) (közgazdász)
Internet cím:	Szerző által megadott URL Intézményi repozitóriumban (DEA) tárolt változat
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