A ROLE OF QUALITY FACTORS AND MARKETING MIX TOWARDS THE STUDENT’S SATISFACTION IN HIGHER EDUCATION INSTITUTIONS (HEIS): A SYSTEMATIC LITERATURE REVIEW
DOI:
https://doi.org/10.29121/shodhkosh.v5.i1.2024.3470Keywords:
Quality Factors, Marketing Mix, Higher Education Institutions, Student’s Perception, Student’s Satisfaction, A Systematic Literature ReviewAbstract [English]
The aim of this research article to explore the previous studies on the quality factors and marketing mix to increase the enrolment and satisfaction of the students in the field of higher education institutions. An exploratory research design was used to explore the new facts, new knowledge, new information related to the quality factors and marketing mix in the higher education institutions. A systematic literature review was carried out to find the research gaps from the various research articles published in reputed national and international journals from the Peer Reviewed, Google Scholar, UGC Care Scopus, Wave of Science. Science Citation Index (SCI), Emerging Sources Citation Index (ESCI)) and Science Citation Index Expanded (SCIE) etc. during 2012 to 2023. This study concluded that there was little work and research available regarding the quality factors and marketing mix in the higher education institutions using statistical descriptive and structural equation modelling approach. The limitation of this study was the duration from year 2012 to year 2023 to explore the research articles from the authentic database sources. The future researchers can use the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) model to get the more precise results.
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