Impact of marketing mix dimensions on the competitiveness of university centers
The aim of this research is to empirically contrast an explanatory model of how the elements of the marketing mix used in a university center (product, price, place, promotion, personnel, processes and physical evidence) influence its competitiveness from the point of view of its users (students). T...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-01-01
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| Series: | Social Sciences and Humanities Open |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2590291125005923 |
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| author | Tania Janette Marín-Orantes María de la Cruz del Río-Rama Dora Aguilasocho-Montoya José Álvarez-García |
| author_facet | Tania Janette Marín-Orantes María de la Cruz del Río-Rama Dora Aguilasocho-Montoya José Álvarez-García |
| author_sort | Tania Janette Marín-Orantes |
| collection | DOAJ |
| description | The aim of this research is to empirically contrast an explanatory model of how the elements of the marketing mix used in a university center (product, price, place, promotion, personnel, processes and physical evidence) influence its competitiveness from the point of view of its users (students). The methodology used for the analysis of the causal relationship proposed in the model is the Structural Equation Modeling (SEM) technique. The data were obtained from a structured survey applied to students of the Universidad Michoacana de San Nicolás de Hidalgo located in Michoacán, Mexico, obtaining a sample of 380 valid questionnaires. The results corroborate that the marketing mix strategy designed by higher education institutions has a direct and positive relationship with their competitiveness, as perceived by their students. It is verified that the marketing mix is a multidimensional construct made up of four dimensions, product/service, promotion, physical evidence/non-teaching service, price, and all of them have a similar importance in the configuration of the marketing mix. |
| format | Article |
| id | doaj-art-d5489a1daf64489eaae562c55fa5c053 |
| institution | Kabale University |
| issn | 2590-2911 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Social Sciences and Humanities Open |
| spelling | doaj-art-d5489a1daf64489eaae562c55fa5c0532025-08-20T03:59:22ZengElsevierSocial Sciences and Humanities Open2590-29112025-01-011210186410.1016/j.ssaho.2025.101864Impact of marketing mix dimensions on the competitiveness of university centersTania Janette Marín-Orantes0María de la Cruz del Río-Rama1Dora Aguilasocho-Montoya2José Álvarez-García3Facultad de Contaduría y Ciencias Administrativas, Universidad Michoacana de San Nicolás de Hidalgo, Morelia, 58000, MexicoBusiness Management and Marketing Department, Faculty of Business Sciences and Tourism, University of Vigo, 32004, Ourense, Spain; Corresponding author.Facultad de Contaduría y Ciencias Administrativas, Universidad Michoacana de San Nicolás de Hidalgo, Morelia, 58000, MexicoDepartamento de Economía Financiera y Contabilidad, Instituto Universitario de Investigación para El Desarrollo Territorial Sostenible (INTERRA), Facultad de Empresa Finanzas y Turismo, Universidad de Extremadura, Avd. de la Universidad, nº 47, 10071, Cáceres, SpainThe aim of this research is to empirically contrast an explanatory model of how the elements of the marketing mix used in a university center (product, price, place, promotion, personnel, processes and physical evidence) influence its competitiveness from the point of view of its users (students). The methodology used for the analysis of the causal relationship proposed in the model is the Structural Equation Modeling (SEM) technique. The data were obtained from a structured survey applied to students of the Universidad Michoacana de San Nicolás de Hidalgo located in Michoacán, Mexico, obtaining a sample of 380 valid questionnaires. The results corroborate that the marketing mix strategy designed by higher education institutions has a direct and positive relationship with their competitiveness, as perceived by their students. It is verified that the marketing mix is a multidimensional construct made up of four dimensions, product/service, promotion, physical evidence/non-teaching service, price, and all of them have a similar importance in the configuration of the marketing mix.http://www.sciencedirect.com/science/article/pii/S2590291125005923CompetitivenessMarketing mixUniversityHigher educationSEM |
| spellingShingle | Tania Janette Marín-Orantes María de la Cruz del Río-Rama Dora Aguilasocho-Montoya José Álvarez-García Impact of marketing mix dimensions on the competitiveness of university centers Social Sciences and Humanities Open Competitiveness Marketing mix University Higher education SEM |
| title | Impact of marketing mix dimensions on the competitiveness of university centers |
| title_full | Impact of marketing mix dimensions on the competitiveness of university centers |
| title_fullStr | Impact of marketing mix dimensions on the competitiveness of university centers |
| title_full_unstemmed | Impact of marketing mix dimensions on the competitiveness of university centers |
| title_short | Impact of marketing mix dimensions on the competitiveness of university centers |
| title_sort | impact of marketing mix dimensions on the competitiveness of university centers |
| topic | Competitiveness Marketing mix University Higher education SEM |
| url | http://www.sciencedirect.com/science/article/pii/S2590291125005923 |
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