DISTINCTIVE CAPABILITY AND CUSTOMER DEMANDS IN SUPPORTING VALUE CREATION AND ITS IMPLICATION ON CORPORATE IMAGE AND MARKETING PERFORMANCE OF HIGHER EDUCATION INSTITUTIONS: A SURVEY AT PRIVATE HIGHER EDUCATIONS IN JAKARTA
Journal Title: Asian Journal of Management Sciences and Education - Year 2017, Vol 6, Issue 2
Abstract
Private universities nowadays have evolved into a business commodity so that the way it is managed is also shifted just as other businesses. The success of a business is more highlighted to the success of marketing. The success of the marketing performance can not be separated from universities success in establishing a reputation. To develop a good reputation, then universities need to do a proper strategy. Value creation for customers that is based on consideration of customer needs and capabilities provided by universities, are the right steps for designing strategies. The aim of this study is to examine and find the influence of the distinctive capabilities owned by universities and the customer demands in supporting the value creation which implies on the image and marketing performance of private universities in Jakarta. The research method employed is descriptive and verificative of 209 private colleges in Jakarta Regional III under Jakarta Private Universities Coordinating Agency, with the unit of observation is based on data obtained from managers and students through a questionnaire with Likert Scale. Data processing uses structural equation model (SEM) with AMOS version 20 of IBM program. The finding shows that distinctive capability owned by universities and customer demands affect the value creation in which distinctive capability is more dominant. In conducting value creation, private universities are more likely based on resources based rather than market based. In forming the corporate image of private universities, direct influence by customer demands is more dominant than the distinctive capability, so that in forming the corporate image, private colleges are more likely as momentarily image or pseudo-image by building an opinion based on the market conditions. Similarly with the value creation, distinctive capability owned by universities and customer demands affect the formation of corporate image of private higher education institutions. Meanwhile the marketing performance is directly affected by the distinctive capability. The formation of the corporate image through the appropriate value creation based on distinctive capability and customer demands will contribute in improving the marketing performance at private colleges.
Authors and Affiliations
M. M Panji Hendrarso
Keywords
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