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Education As A Value: Cross-cultural Analysis Aimed At Service Marketing

Иностранные языки и коммуникативные технологии
Институт базового образования (ИБО)
Кафедра иностранных языков и коммуникативных технологий
Академическая группа
Научный руководитель
PhD, Associate Prof. Kuznetsov A.N.
Название тезиса
Education As A Value: Cross-cultural Analysis Aimed At Service Marketing

As marketers began to recognize and emphasize the importance of services [1], they consequently called for services to form a separate part of a company's marketing strategy [2].

The topic of this study deals with the service marketing in education, i.e. a concept related to understanding of the functioning of the service marketing in this narrow field, and investigation of the character of its engagement with the educational sector.

Thus, the research question of this study is if the phenomenon of service marketing has an influence on the educational sector of a country. A case study is drawn from the two focus countries, i.e. Ghana and Russia.

The study is aimed at offering deeper insights into the service marketing in education as influencing the patronization of the educational services was grounded on the comparison of two dissimilar cultures according to Hofstede’s cultural dimensions[3].

The method used in the study is both quantitative and qualitative, comprising expert report analysis, i.e. a tested questionnaire. Semi-structured interview has been conducted that covered Russian and Ghanaian natives who have experienced local, national and/or international educational services.

The study conducted in 2016-2017 revealed that most people are aware of the concept of services but ignorant of the concept of service marketing. One respondent expressed his dissatisfaction concerning the services received from his educational institution, commenting that "there was little practical training to equip me for the job market".


  1. Fisk RP, Brown SW, Bitner MJ (1993) Tracking the Evolution of the Services Marketing Literature. Journal of Retailing 69(1): 61–103
  2.  Hofstede, G., Hofstede, G. J., & Minkov, M. (1991). Cultures and organizations: Software of the mind (Vol. 2). London: McGraw-Hill. 0(1), 29-47.
  3. Lovelock CH (1983) Classifying Services to Gain Strategic Marketing Insights. Journal of Marketing, 47(1): 9–20