Exploring Quality Dimensions in the Examination of the Master's Program in Economics with a Focus on BME
DOI:
https://doi.org/10.15170/MM.2023.57.KSZ.03.05Keywords:
Covid-19, empathic marketing, digitalisation, higher education, SERVQUALAbstract
THE AIMS OF THE PAPER
As higher education institutions globally, including those in our country, transform, the competition for high-quality educational services is rising. The Covid-19 pandemic has acted as a catalyst, accelerating the adoption of digital tools in higher education and offering substantial support to educators and students alike. Nevertheless, there is a need for increased attention to be directed towards national and international research exploring the impact of online presence on students' perceived quality of education. This research specifically aimed to comprehend the roles played by empathy and digital tools in the educational process. Utilising a multi-cross-sectional research approach, we extended our investigation to periods before, during, and after the Covid-19 epidemic, delving into detailed analyses of outcomes among students enrolled in the Master of Business Administration program at the Budapest University of Technology and Economics (BME).
METHODOLOGY
Our study employed the SERVQUAL model utilised in service marketing to gauge the shifts. The outcomes are presented in a comprehensive survey encompassing periods before, during, and after the Covid-19 epidemic. Empathy was emphasised in the five-factor groups (physical environment, reliability, skill, competence, and compassion).
MOST IMPORTANT RESULTS
The research results not only shed light on the changes in preferences within marketing education but also provided a holistic understanding of how these changes influence student expectations regarding instructors and technical tools. The transformations observed in recent years offer insights into how the student experience is evolving and the trajectory of higher education quality.
RECOMMENDATIONS
It is recommended that the outcomes of this research be integrated into higher education development plans, facilitating an enhancement in students' perceptions of quality. This integration will empower higher education institutions to more effectively adapt to the emerging challenges and the evolving landscape of digitalisation and shifting preferences.
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