This paper focuses on dimensions of the perceived service quality measurement for business schools. We propose an adapted SERVQUAL measure of expected and perceived quality, where employees at business schools are split into two groups: faculty and administrative staff, and assessed separately. This measure represents a tool for comparable service quality assessment at business schools. Empirical data were collected among undergraduate students in a developing economy. A total of 282 respondents were used to assess the overall fit of the proposed model and to test the differences between the expectations and the perceptions of service quality in a business school. The results support usability of the proposed adapted SERVQUAL measure. Therefore, the study contributes to the existing literature reporting the findings on service quality in an educational context.

The present study proposed and tested a conceptual model incorporating perceived service quality, customer-perceived value, and repurchase intention in a higher-education context. The main purpose was to empirically investigate the relationships between these concepts; thus, three hypotheses were postulated. Empirical data were collected among undergraduate students in Bosnia and Herzegovina and Croatia. A total of 735 cases were used to assess the overall fit of the proposed model and to test hypotheses using covariance-based structural equation modelling. The results support the proposed conceptual model, showing that perceived service quality and customer-perceived value have a positive and significant influence on repurchase intention, as well as that perceived service quality has a positive and significant impact on customer-perceived value. Therefore, the study contributes to the existing literature reporting the findings on quality and value in an educational context, with evidence from South Eastern Europe. Implications of the results are discussed, and recommendations for future research are made.

Abstract The importance of corporate communication to build, protect and maintain corporate reputation has been advocated in numerous publications in recent years. The main goal of this paper is to provide an understanding of the impact of corporate reputation and information sharing on value creation. Both reputation and information sharing represent signals that customers observe in the process of value creation, which is seen as the end focus for corporate marketing. The paper draws on signaling theory and corporate marketing literature from the European and American schools of thought. The empirical test of the hypothesized model focuses on the banking industry. Organizational customers from a South East European country shared their views about banks they currently cooperate with. The research instrument contained multi-item scales adapted from the existing literature. An analysis using structural equation modeling confirmed that corporate reputation positively and significantly influences customer perceived value. The effect of information sharing on customer perceived value is not direct but mediated by corporate reputation. This finding contributes to the existing discussion on the role of corporate reputation and communication as antecedents in the process of value creation.

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.

Sales of products and services have made a transition from the 20th to the 21st century model of strategic sales organization. Bearing in mind the importance of sales in contemporary organizations, the purpose of this paper is to point out the possibilities of furthering sales efficiency. One of the possibilities is to resolve conflicts that occur within departments and to improve sales and marketing department interaction and cooperation. The aim of creating synergy in creating superior value and satisfying customers would then be accomplished. The research questions posed in this paper were answered through qualitative research by using semi-structured in-depth interviews in Bosnia and Herzegovina (B&H) and the Republic of Croatia (Croatia). Respondents’ selection ensured that companies, which make 40% of their target market share in both countries, were selected. By comparing research results from B&H and Croatia, a lack of intra-organizational coordination between sales and marketing departments was identified.

The paper addresses the important question of how potential students absorb and store data in order to make logical and rational decisions when choosing an undergraduate program and major, what motivates them. Quantitative research using a survey was conducted for analyzing undergraduate program selection among students who completed high school education. Based on the research findings, a qualitative study using a clinical focus group was conducted to analyze the motives that drive business program students in their major selection. Six factors were identified as potential motives: clearly defined life goals, level of student’s curiosity, aspiration, creativity, achievement and socialization. During a period of economic downturn, it is difficult to predict which professions will be popular. Business students are driven primarily by rational motives in undergraduate program decision making, while they are led by emotions in choosing Marketing major. In order to obtain a clearer insight into the results it is necessary to conduct research on a larger sample, which will also purify the research instrument. The paper has great practical implications for university managers and curricula creators.

Travel and tourism products and services, such as airline tickets, have largely been handled by travel agencies, who represent the main link in the distribution network. Recent changes brought by E-commerce have brought new business opportunities to the global travel and tourism industry. The internet boom indicated that this type of doing business would ‘kill’ traditional (offline) travel agencies. Nevertheless, previous studies argued that customers now look for lower ticket prices on the Internet, but that their concern with journey complexity results in comparing prices from different airline companies online, while still ordering tour packages from travel agents (Suzuki et al., 2001). Quantitative research was conducted in order to analyze the attitudes of the customers who stayed loyal to offline travel agencies in their airline ticket purchases, in developing countries. The main goal of the survey, conducted among customers, was to determine levels of satisfaction as a predictor for the selection of that type of purchase. The research aim was accomplished through the quantitative analysis of affirmative answers to the survey questions, specially designed for this purpose. The authors used a random sample for the questionnaire whose results were processed, analyzed, and a conclusion was made in accordance with the objectives of the research. The theoretical, practical and economic contributions of this paper lie in the knowledge of the relevant factors of motivation and segmentation that will keep traditional travel agencies inbusiness in developing countries.

Motivation is the special characteristic of human activity that leads toward preconceived goals. Motivation and needs are basic dynamics in the person's behavior and foundation of learning and training for each activity and profession. This paper gives brief theoretical approach to motivation in general, students' motivation, and theories on profession choice. It addresses the important question on how potential students in Bosnia and Herzegovina attend to absorb and store data in order to make logical and rational decisions when choosing the undergraduate program and what motivates them. Quantitative research was conducted for analyzing the motivation and needs for the undergraduate program selection. Survey was conducted among students who completed high school education in Bosnia and Herzegovina. The main goal of this study is to determine the level of individual motivational factors as predictors for selection of the degree program. Four hypotheses were defined and confirmed by the research. Several factors are identified as potential motives: clearly defined life goals, level of student's curiosity, aspiration, creativity, achievement and socialization. Research aim was accomplished through the quantitative analysis of affirmative answers to the survey question, specially designed for this purpose. Authors had used a random sample for questionnaire, and those results were processed, analyzed and a conclusion was given in the accordance with the research objectives. Regression and correlation indicators showed good and very good motivation of high school students for vocational training. Their career's goals have slightly higher values than their motivation to achieve these goals. In the time of the economic downturn, it is difficult to predict what professions are going to be popular. The overall trend is moving toward the practically oriented skills, and away from the theoretical and philosophical ones. Theoretical, practical and economic contribution of this paper is in the knowledge of the relevant factors of motivation and need in the process of selection of carrier, and therefore success of studying and future career.