Effect of Marketing Strategy and Service Quality on Consumers’ Selection of Educational Institutions

Abstract

The purpose of this study was to explore the impact of marketing strategies and service quality on consumers' decisions to choose educational institutions. The application of relevant theories such as the 4Ps marketing strategy theory, and the perception gap theory to consumer decision-making in combination with the marketing service models and characteristics of the education and training market, culminated in a questionnaire survey as the research tool. Statistical analysis of the data collected by the questionnaire was performed using various methods including frequency, percentage, oneway analysis of variance, Pearson’s correlation coefficient, and multiple regression analysis. The study results indicated that among several well-known training institutions in Jiangxi province, each dimension of the marketing strategies and the service quality of educational institutions individually had a positive impact on consumer decision-making. Therefore, this study suggests that improving marketing strategies and service quality levels can help promote consumer decision-making.