Revisiting higher education's service effectiveness: Stakeholders' perceptions of services in non-sectarian business schools

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Conference Proceeding

Source Title

SIBR-Thammasat Conference on Interdisciplinary Business & Economics Research

Volume

16

Issue

2

Publication Date

2026

Abstract

The higher education landscape is competitive and service-oriented, redefining students as consumers. In the Philippines, non-sectarian business schools operate in a volatile market where service quality is essential for sustainability. This study evaluates alignment between students and faculty/administrators in their perceptions of business institutions’ service effectiveness through the lens of the 7Ps marketing mix (Product, Price, Place, Promotion, People, Process, and Physical Evidence). Using a descriptive quantitative design, data were collected from 557 respondents across small, medium, and large accredited business HEIs in Metro Manila. Results indicate that both groups perceive services as Highly Effective. However, findings revealed a significant perception gap, with faculty rating Price, Place, People, Process, and Physical Evidence significantly higher than students did. This indicates that faculty/ administrators tend to view educational services optimistically. These results confirm the 7Ps as a robust diagnostic tool and highlight perception gaps that pose strategic marketing risks, especially in marketing positioning and messaging. For HEIs, there is a need to focus on improving the least effective services that are essential for students and faculty/administrators. Further, by bridging perception gaps, HEI managers can enhance institutional marketing communications and ensure stakeholder satisfaction in a market-driven environment.

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Disciplines

Educational Administration and Supervision

Keywords

Business schools—Philippines

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