Justification of ways of higher educational institutions interaction with the target audience by means of consumer behavior theory and stakeholder theory
Journal Title: Стратегія економічного розвитку України - Year 2018, Vol 42, Issue
Abstract
Taking into account the competitive development of the educational services market, the authors propose to consider the process of interaction of higher educational institutions with the target audience systemically. The stages of interaction during the admission campaign, during the training and after its completion are determined. The approach to assessing consumer reactions has been adapted to take into account the specifics of the field of educational services and it is proposed to conduct an analysis of students’ behavior through different levels of perception: cognitive, affective and behavioral with corresponding indicators. On the basis of the developed system of indicators, the evaluation of the reactions of students as consumers of educational services and the analysis of the results were carried out. The problem areas and perspective directions of interaction between higher educational establishments and students were defined, key stakeholders were identified.
Authors and Affiliations
Iryna Kubareva, Yevhenii Notevskiy
Keywords
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- EP ID EP353178
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