Awareness about the importance of marketing of higher education institutions has been steadily growing amongst decision makers on international level. That trend is particularly noticeable in case of adult education programs, which need continual promotion since it is a type of non-formal education. In Bosnia and Herzegovina private universities and private providers of non-formal education programs have been promoting adult education for some time now. At the same time public universities, mainly influenced by the marketing myopia phenomenon, use promotional activities only sporadically. Therefore, for the purpose of improving promotion of adult education programs in public universities, a qualitative exploratory study has been conducted. The aim was to investigate attitudes and opinions of adults about promotion activities for adult education programs. Data was collected through focus groups from representatives of four generations: Baby Boomers, Generation X, Y and Z. Research results show that different generations have different needs and expectations when it comes to adult education programs. A generally positive attitude towards adult education programs has emerged. Values have been identified which could be communicated through promotion activities. Based on research results several recommendations are given for improvement of adult education promotion. Research results presented in this article directly contribute to achieving UNESCO's Education for Sustainable Development 2030 agenda (priorities 1, 2, 3 and 5), contributing further indirectly to achieving Sustainable Development Goals 4, 8 and 10.

Purpose – Service employees play a crucial role in creating and sustaining the reputation of service fi rms. Their attitudes and commitment to the fi rm are refl ected in customers’ perceptions of quality and loyalty, which ultimately improve corporate performance. The aim of this study is to better understand what contributes to raising frontline employees’ awareness of their role in building and sustaining the corporate reputation of service fi rms. Design/methodology/approach – We adapt Helm’s (2011) conceptual framework based on a work-related social identity theory and test the adapted model through an empirical study on 544 service fi rms’ frontline employees. Findings – Our fi ndings show that job satisfaction of frontline employees is a signifi cant determinant of their reputation impact awareness, as well as a mediator of Sažetak Svrha – Zaposlenici uslužnih poduzeća imaju ključnu ulogu u stvaranju i održavanju reputacije poduzeća. Stavovi zaposlenih i njihova posvećenost poduzeću odražavaju se u percepcijama korisnika o kvaliteti usluge i lojalnosti, što u konačnici unapređuje performanse poduzeća. Svrha rada jest bolje razumjeti što doprinosi podizanju svijesti kontaktnoga osoblja uslužnih poduzeća o njihovoj ulozi u izgradnji i održavanju korporativne reputacije. Metodološki pristup – Prilagođen je konceptualni okvir koji je razvila Helm (2011), a koji je temeljen na teoriji društvenog identiteta vezanoga uz posao. Prilagođeni je model empirijski testiran na uzorku 544 zaposlenika kontaktne osobe iz uslužnih poduzeća. Rezultati i implikacije – Rezultati istraživanja pokazuju da je zadovoljstvo poslom kontaktnog osoblja značajna odrednica njihove svjesnosti o utjecaju reputacije, kao i Market-Tržište Vol. 31, No. 2, 2019, pp. 171-185 UDK 331.101.32:316.64/.65:658:005.336.6 DOI http://dx.doi.org/10.22598/mt/2019.31.2.171 Original scientifi c paper Vesna Babić-Hodović, Maja Arslanagić-Kalajdžić 172 Vo l. 31 , N o. 2 , 2 01 9, p p. 1 71 -1 85 the eff ects that pride and perceived corporate reputation have on corporate reputation impact awareness. Limitations – Possible existence of other dimensions of perceived corporate reputation, when it comes to internal stakeholders – the employees, present a limitation of this study and should certainly be considered in future research. Originality/value – We compare and contrast our fi ndings with previous studies and shed more light on internal marketing possibilities targeted towards frontline employees.

Purpose – The purpose of this paper is twofold: (1) to assess importance-performance analysis (IPA) and service performance (SERVPERF) conceptualizations of service quality, and to establish which one excels in predicting the tourists' satisfaction in hotel industry; and (2) to test the mediating role of satisfaction between quality conceptualization and hotel guests’ repurchase intentions and word of mouth recommendations regarding the hotel. Design – A conceptual framework was empirically tested on a sample of 311 tourists staying in six hotels in Sarajevo (Bosnia and Herzegovina), which is a tourist destination with increased relevance internationally. Methodology – Covariance-based structural equation modeling was used to estimate the model. Approach – Two conceptualizations were firstly estimated separately then they were contrasted and compared. Findings – The results showed a slight superiority of the IPA conceptualization over that of SERVPERF in predicting satisfaction and in affecting customer attitudinal and behavioral outcomes. This study also confirms the vital mediating role of satisfaction on customer outcomes. Originality of the research – This study utilizes and compares two relevant conceptualizations of hotel service quality and is based on a conceptual framework that establishes which one is better for predicting tourists’ behavioral outcomes. The study is of practical relevance since it gives suggestions on tools that should be used by hotel managers in assessing the quality perceived by their guests.

Abstract The purpose of this study is to examine links between, on the one hand, employee satisfaction, loyalty and performance, and on the other, the relationship between customer satisfaction and loyalty, as well as their inter-relationship. We conducted a study with employees (53 employees) and students (262 students) across seven departments of a private university in a developing European country. In order to test the cross-level effects of employee-level constructs on student-level constructs, a multilevel analysis was conducted using hierarchical linear modeling. The results confirmed the positive effect of employee satisfaction on employee loyalty and employee performance, but not the impact of the employees’ loyalty on their performances. At the same time, the results showed that students’ satisfaction was positively related to loyalty. Finally, the results showed that, unlike employee performance, employee loyalty at the level of the department had a positive and significant impact on the students’ loyalty and also enhanced the effect of students’ satisfaction on student loyalty.

The purpose of this study is to examine links between, on the one hand, employee satisfaction, loyalty and performance, and on the other, the relationship between customer satisfaction and loyalty, as well as their inter-relationship. We conducted a study with employees (53 employees) and students (262 students) across seven departments of a private university in a developing European country. In order to test the cross-level effects of employee-level constructs on student-level constructs, a multilevel analysis was conducted using hierarchical linear modeling. The results confirmed the positive effect of employee satisfaction on employee loyalty and employee performance, but not the impact of the employees’ loyalty on their performances. At the same time, the results showed that students’ satisfaction was positively related to loyalty. Finally, the results showed that, unlike employee performance, employee loyalty at the level of the department had a positive and significant impact on the students’ loyalty and also enhanced the effect of students’ satisfaction

Introduction: The purpose of this study to investigate internal service quality (as perceived by employees) and external (customer) perceptions of quality in the context of service profit chain (SPC).Objective: The objective of the study is to evaluate the impact of internal service quality on students’ perceptions of quality and to test the significance of a direct link between internal and external service quality.Methods: We measured the perceived service quality using a SERVPERF instrument and the multilevel modeling approach with HLM 7.01.Results: The empirical findings support a link between perceptions of internal and external service quality. We show that when employees (faculty) perceive university services as being of high quality, it has a positive spill-over effect on students’ overallperceptions of the quality of university services. Perceptions of internal service quality are also positively related to students’ perceptions of reliability, responsiveness and quality assurance.Conclusions: The perceptions of internal service quality by faculty members are positively related to students’ perceptions of quality. Comparing the levels of internal and external service quality will help managers define priorities for allocating resources to improve quality.

Abstract The purpose of this study is to assess the technical (output) and functional (process) quality of mobile services, as well as the role of corporate image as a mediator between technical/functional quality perceptions and overall quality assessment of mobile services. Grönroos’s service quality model is used as the conceptual base of the study. Technical quality was operationalized through two sub-dimensions: baseline network quality and augmented technical quality. The SERVPERF framework was used in the operationalization of the functional quality. A quantitative survey was conducted with (n = 414) customers of the telecommunication operator in B&H. The results suggest that corporate image mediates the effects of (1) two functional quality dimensions (tangibles and assurance) and (2) both technical quality dimensions on the overall service quality assessment. The core technical quality dimension (network) is also directly related to overall service quality perception. A discussion of the results and their implications for theory and practice is then presented.

Tourism development is under the strong influence of economic and social development on international, regional and national level. Globalization influences and development off informatics technology have been caused the wave of accelerating changes in tourism demand and supply. Socio-demographic, economic, cultural and political factors changed the profile of modern tourists, their requests and preferences regarding tourist services. On the other side, market fragmentation and request for individualized tourism services impact the tourist supply polarization. While global tourist market still are dominated by unions and groups in the area of tourism intermediation, hotel businesses and airline services, on the other side range of small and medium companies (SMEs) are emerging on the tourist market. SMEs are focused on market niches where specific demand for different kinds of tourist demand appears. Tourist suppliers are forced to react on those changes and to improve their offer as the answer to previously mentioned changes. Competition of emerging destinations initiated by development of new kinds of tourism as well as political and geopolitical changes increases the pressure and challenges for mature tourist destinations; as the consequence problems of differentiation from other destinations are complicating further. Besides development of new types of tourism, suppliers of tourism services transformed traditional marketing concept which was built on elements of marketing mix (product, price, place and promotion), and extended service marketing mix (that includes additional elements – people, processes and physical evidence) into the model which is based on elements derived from the specific nature of tourist services and tourist experiences which are results of direct contacts among tourist customers and tourist suppliers. New paradigm of marketing is based on the 4E/7E concept and includes emotions, exclusivity, engagement and experience in the case of 4E, but also empathy, expertise and environment in the case of 7E model. Tourist firms are deciding about these changes expecting the market position sustaining and relationship with customers developing as the result of them.

This paper examines customer perceived value as one of the most important marketing concepts in business markets and its mediating role between corporate reputation and word of mouth. Corporate reputation represents an intangible asset for the company and its positive influence on customer value has been widely researched. Additionally, reputation is usually related with the concept of word of mouth (WOM). WOM is becoming one of the most powerful promotional tools, and this is especially true for business markets as well as for services. Our research is done in the organizational services setting with focus on the relationships of banks with their organizational customers. Data in the study were analyzed using partial least squares (PLS) structural equation modeling. Results of the study confirm hypothesized model and show that customer perceived value is mediating the relationship between corporate reputation and word of mouth.

The aim of this paper is to measure customer-based corporate reputation (CBCR) of service companies and to analyze importance of internal marketing within this construct. Research was conducted in Bosnia and Herzegovina and therefore customer-based corporate reputation is put in a specific cultural context. Convenient sampling method was used to gather responses from individual consumers. Apart from descriptive and one-dimensional statistic instruments, collected data were analyzed through exploratory factor analysis. Causality between variables was tested through correlation and OLS regression analysis. This research provided more insights into interconnection of two important constructs for service companies: corporate reputation and internal marketing. CBCR measure incorporates “customer orientation” and “good employer” dimensions which we classified as internal marketing elements. Results showed that elements of customer-based corporate reputation have positive and significant influence on customer satisfaction. This demonstrates that internal marketing represents an important component in building corporate reputation and that it influences customers’ perception and their satisfaction.

The aim of this paper is to investigate the impact of foreign direct investment (FDI) on economic growth in the transition countries of southeast Europe. The empirical analysis embraces seven southeast European countries in the period 1998-2007. The authors use Prais-Winsten regression with panel-corrected standard errors for the preferred estimation model. The main research result is the positive and statistically significant effect of FDI on economic growth. The impact of FDI is statistically significant and robust when including data on domestic investments. The results are robust to considering endogeneity issues (i.e., inverse causality).

In the paper, we presented results of the research, realized with the goal to test main determinants influencing on FDI stock in manufacturing and services in transitional countries, precisely CEE countries. Some of the conceptual issues identified under possible differences of FDI determinants in manufacturing and services we started with were: (l) What are the most important determinants of FDI in manufacturing and services? (2) Are there significant differences between the main influencing determinants/factors between manufacturing and services? (3) Are there significant differences between FDI determinants for developing countries/transitional countries and industrial countries? (4) What are the implications for policies and strategies to attract FDI in different industries for developing countries? Dependent variable used in this paper is the FDI stock p/c (NACE I-digit) into manufacturing and service sector for each observed CEE country, in the period 1999-2006. In case of our sample countries, a set of possible FDI determinants was selected from the pool of traditional and institutional-related determinants in the literature, and relevant indicators available. Empirical analysis was conducted by the regression assessment of panel data, using the set of data for CEE countries, studied over eight years. We estimated fixed effects model and OLS with panel-corrected standard errors (PCSEs) using Prais-Winsten to take into account the AR(l) process. Two out of four traditional variables showed differences between the manufacturing and service sector: (a) Inflation, as the indicator of macroeconomic instability, was not statistically significant for manufacturing sector but it was significant for service sector; (b) wages had statistically significant influences on the FDI in manufacturing sector, but had no influence on service sector. Looking at the results of testing indicators we had found significant differences between all indicators: (a) Privatization influenced on FDI attractions in manufacturing sector and it was significant for service sector, with negative influence; (b) wages had statistically significant influences on the FDI in manufacturing sector, but had no influence on service sector; and finally (c) other two traditional variables-market size indicated through GDP p/c and openness of economy had the same results for both, manufacturing and service sector.