Marketing Strategies and Customer Satisfaction: A Study on the Higher Education Institutions in Johor

Sook-Fun Fong, Rui-Ying Loh, Sang-Long Choi


The future of education industry is dependent on the university’s ability to develop an effective marketing strategies, especially during the Covid-19 pandemic. Marketing strategies are the plans that enables university to achieve competitive advantage. Therefore, this study examines the relationship between marketing strategies, namely packaging, relationship marketing, price, and brand image and customer satisfaction at the higher education institutions in Johor, Malaysia. Questionnaires were distributed to 90 students who currently studying in universities in Johor, Malaysia. SmartPLS 3.0 (M3) was applied to test the hypotheses and subsequently bootstrapping was conducted to investigate the standard error of the estimate and t-values. The findings indicated that relationship marketing and price have positive relationship with customer satisfaction. On the other hand, findings revealed that packaging and brand image does not show positive relationship on customer satisfaction. It is believed that packaging has a short lifespan and the respondents does not really concern about the popularity of the brand. There is limited research on this topic to guide the universities to cope up with the current situation. Thus, this research findings have provided significant insights that help stakeholders to better strategize and position universities, particularly in the scenario of Johor, Malaysia.

Full Text:




  • There are currently no refbacks.

Copyright (c) 2022 Sook-Fun Fong, Rui-Ying Loh, Sang-Long Choi

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Business and Economic Research  ISSN 2162-4860

Copyright © Macrothink Institute

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.