Intercepting resource-based view and market positioning approaches in studying university student satisfaction level : A case with Mae Fah Luang University

Name: Prapun Treewattanawong

Organization : Mae Fah Luang University

keyword: Market positioning

LCSH: Positioning

Classification :.LCCS: HF5415.3

LCSH: Education, Higher -- Mae Fah Luang University

LCSH: Market surveys -- Mae Fah Luang University

Abstract: This research provides the strategic management perspective in studying university student satisfaction by underpinning upon RBV (Resource Based View) and the market positioning approaches. Along this conceptualization, this research unites both the normatively service oriented approach and the self-motivational aspect of the students themselves, and the concepts of individual-level job opportunity and university level of market brand recognition, in studying how they influence student satisfaction at a higher learning institution. Quantitative survey-based method is used and the research confirms the theoretical structure of the two strategic management positions – namely resource and market positions.

Mae Fah Luang University

Address: CHIANG RAI

Email: library@mfu.ac.th

Name: Sangchan Kantabutra

Role: Advisor

Name: Chai Chiang Tan

Role: Co-Advisor

Created: 2014

Issued: 2015

Modified: 2020-04-08

Issued: 2015-11-18

วิทยานิพนธ์/Thesis

application/pdf

CallNumber: Thesis HF5415.3 P899i 2014

eng

DegreeName: Master of Business Administration

Level: Master's Degree

Descipline: Entrepreneurial Management

Grantor: Mae Fah Luang University

©copyrights Mae Fah Luang University

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