Revitalizing educational institutions through customer focus

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dc.citation.firstpage1323en_US
dc.citation.issueNumber5en_US
dc.citation.journalTitleJournal of the Academy of Marketing Scienceen_US
dc.citation.lastpage1342en_US
dc.citation.volumeNumber52en_US
dc.contributor.authorMittal, Vikasen_US
dc.contributor.authorJung, Jihyeen_US
dc.date.accessioned2024-11-20T15:52:05Zen_US
dc.date.available2024-11-20T15:52:05Zen_US
dc.date.issued2024en_US
dc.description.abstractDespite the importance of education in terms of spending and its impact, dissatisfaction with traditional public schools is growing due to students’ underperformance. One reason, among many, is the lack of strategic focus among educational institutions. The authors theoretically and empirically demonstrate the benefits of a customer-focused approach to strategy planning and execution for improving student performance. A customer-focused strategy enables educational institutions to identify customer needs providing the most value to customers, align strategy execution to those needs, and ultimately improve customer loyalty and academic outcomes. We demonstrate the approach using data from qualitative interviews with school leaders and surveys from 10,644 K12 parents. We conclude that a customer-focused approach helps educational institutions satisfy their customers and achieve higher academic outcomes.en_US
dc.identifier.citationMittal, V., & Jung, J. (2024). Revitalizing educational institutions through customer focus. Journal of the Academy of Marketing Science, 52(5), 1323–1342. https://doi.org/10.1007/s11747-024-01007-yen_US
dc.identifier.digitals11747-024-01007-yen_US
dc.identifier.doihttps://doi.org/10.1007/s11747-024-01007-yen_US
dc.identifier.urihttps://hdl.handle.net/1911/118061en_US
dc.language.isoengen_US
dc.publisherSpringer Natureen_US
dc.rightsExcept where otherwise noted, this work is licensed under a Creative Commons Attribution (CC BY) license. Permission to reuse, publish, or reproduce the work beyond the terms of the license or beyond the bounds of fair use or other exemptions to copyright law must be obtained from the copyright holder.en_US
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en_US
dc.subject.keywordEducationen_US
dc.subject.keywordK12en_US
dc.subject.keywordCustomer satisfactionen_US
dc.subject.keywordSatisfaction-performance chainen_US
dc.subject.keywordStrategyen_US
dc.titleRevitalizing educational institutions through customer focusen_US
dc.typeJournal articleen_US
dc.type.dcmiTexten_US
dc.type.publicationpublisher versionen_US
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