A Comparative Study of Service Marketing Practices in Unity University and St. Mary’s University

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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. The quality gap of educational services was determined based on differences between students' perceptions and expectations. The results demonstrated that in each of the five SERVQUAL dimensions, there was a negative quality gap. The least and the most negative quality gap means in Unity University and St. Mary’s University were in the tangibility (-0.08) and empathy (- 0.427) and reliability (-0.702) and responsiveness (-0.184) dimensions, respectively. Negative quality gaps mean students' expectations exceed their perceptions. Thus, improvements are needed across all five dimensions. It was also recommended that un ity and st.mary’s universities should place more emphasis on internal marketing practices thereby enhancing the quality delivery of both interactive and external marketing of the university. The universities were advised to promote extrinsic job satisfaction among t h e i r staff. Areas of further studies were also suggested