A comparative study of service marketing practices

This study assessed and compared service marketing practices (internal and external marketing practices; service quality gaps (perception-expectation) of educational services by using a modified SERVQUAL instrument among students, and job satisfaction among instructors in Unity and St. Mary's universities. In this study, a total of 206 students were selected using stratified sampling technique and 100 academic staff were randomly selected and asked to complete questionnaires. Interview was conducted for Academic Vice Presidents of the two universities. Results from academic staff indicated that internal marketing as having resultant effects on; understanding of organizational vision and values, quality delivery of external marketing as well as quality delivery of interactive marketing. It was also established that there was strong and positive relationship between internal marketing and job satisfaction. Student questionnaire measured students' perceptions and expectations in five dimensions of service that consists of tangibles, reliability, responsiveness, assurance, and empathy.