The Effect of Marketing Strategy on Consumer Satisfaction: Distance Education Perspective

Abstract

The University of Education, Winneba (UEW) was among the first public Universities to establish Distance Education Programmes for Ghanaians who could not make themselves available for conventional education. However, in recent past, there has been an increase in the number of universities that offer similar services thereby increasing the competitive nature of the educational market. Therefore, the main purpose of this study was to unearth the strategies that could be employed by UEW Distance Learning Education Center to strengthen its competitive position to outwit close competitors. The descriptive survey design method was employed for the study and a sample size of 120 distance students of UEW, Kumasi Girls Study Center was selected. A convenient sampling technique was also employed. Questionnaire was the main instrument used for data collection. Results from descriptive statistics and standard multiple regression analysis showed that the significant predictor of students’ satisfaction with the UEW distance education programme is valuable learning experience from the courses. It was also revealed from the students’ perspective that the UEW uses student-instructor interactions (i.e. social bonding) as the main form of marketing strategy in satisfying its customers. Finally, it was found that the UEW could maintain its dominant position in the distance education market through positive word of mouth information from students to the public. It is recommended that UEW must build trust and be committed to the welfare of students.