LOOKING AT PERCEIVED VALUE AND EDUCATION MARKETING FROM A DIFFERENT PERSPECTIVE: PERCEIVED VALUE OF MARKETING EDUCATION

Öz

The objective of this study is both to see the perceived value of marketing education, and to investigate whether there are any differences among people based on gender, age, marketing education level, and the sacrifices done for the marketing education. Exploratory Factor Analysis and a Reliability Analysis is conducted. Additionally, Independent Samples T-test and One-Way ANOVA is conducted to reveal the differences based on aforementioned differences in sample. Some significant differences are found which can help to generate marketing strategies for marketing education

Anahtar Kelimeler

• Perceived Value, Marketing Education, Education Marketing

Kaynakça

1. Briggs, S.R. and Jonathan M Cheek (1986). “The Role of Factor Analysis in the Development and Evaluation of Personality Scales,” Journal of Personality, Vol. 54, No.1, pp. 106-148.
2. Cannon, J.P. and Jagdish N. Sheth (1994), "Developing a curriculum to enhance teaching of relationship marketing", Journal of Marketing Education, Vol. 16, No. 2, (Summer), pp. 3-14.
3. Chernatony, L., Fiona Harris, Francesca Dall’Olmo Riley (2000), “Added value: its nature, roles and sustainability,” European Journal of Marketing, Vol. 34, No.1/2, pp.39- 56.
4. Cronin J. J., Michael K. Brady, Richard R. Brand, Roscoe Hightower Jr, Donald J. Shemwell, (1997),“A cross sectional test of the effect and conceptualization of service value”, Journal of Services Marketing, Vol. 11, No.6, pp. 375-391.
5. Day, E., Melvin R. Crask (2000), “Value assessment: The antecedent of customer satisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 13, pp. 52-60.
6. Eggert, A., Wolfang Ulaga (2002), “Customer perceived value: A substitute for satisfaction in business markets?”, The Journal of Business & Industrial Marketing,Vol.17, No. 2/3, pp. 107-118.
7. Fernández, R. S., M. Angeles Iniesta-Bonillo (2006), “Consumer Perception Of Value: Literature Review And A New Conceptual Framework”, Journal Of Consumer Satisfaction, Dissatisfaction And Complaining Behavior, Vol.19, No.1, pp. 40-58.
8. Holbrook, M. B. (1994), “The Nature of Customer Value: An Axiology of Services in the Consumption Experience”, (in: Roland T. Rust & Richard L. Oliver-Eds, Sevice Quality: New Directions in Theory and Practice), Sage,Thousand Oaks, CA, pp. 21-71.

9. Houston, F. S., Jule B. Gassenheimer (1987), “Marketing and exchange”, Journal of Marketing, Vol.51, No.1, (October), pp.3-18.
10. Kotler, P. (1972), “A generic concept of marketing”, Journal of Marketing, Vol. 36, No.1, (April), pp. 45-54.
11. LeBlanc, G., Nha Nguyen (1999), “Listening to the customer's voice: examining perceived service value among business college students”, The International Journal of Educational Management, Vol. 13, No. 4, pp. 187-198.
12. Ledden, L., Stavros P. Kalafatis, Phillip Samouel (2007), “The relationship between personal values and perceived value of education”, Journal of Business Research, Vol. 60, No. 9, pp. 965- 974.
13. Petrick, J. F. (2002), “Development of a multi-dimensional scale for measuring the perceived value of a service”, Journal of Leisure Research; Second Quarter, Vol. 34, No. 2, pp.119-125.
14. Richins, M. L. (1994), “Valuing things: the public and private meanings of possessions,” Journal of consumer research, Vol. 21, No.3, pp. 504-521.
15. Stafford TF.(1994), “Consumption values and the choice of marketing electives: treating students like consumers”, Journal of Marketing Education, Vol. 16, No.2, pp.26-33.
16. Woodruff, R. B. (1997), “Customer Value: The Next Source for Competitive Advantage”, Academy of Marketing Science, Vol.25, No. 2, pp. 139-153 .7
17. Yang, Z., Robin T. Peterson (2004), “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs”, Psychology & Marketing, Vol. 21, No.10, pp.799-822.
18. Zeithaml, V. (1988), “Consumer Perceptions Of Price, Quality, And Value: A Means-End Model And Synthesis Of Evidence”, Journal Of Marketing, Vol. 52, No. 3, pp.2-22.