Abstract
The issue of marketing is a very important issue in order to reach the consumer market, but it needs a fundamental mechanism in term of service marketing. Therefore, more marketing elements need to be integrated into the marketing plans. This article discusses the relationship between service marketing mix and student satisfaction at Kolej Universiti Islam Antrabangsa Selangor (KUIS). There are many factors that affect student satisfaction at KUIS, which is the 7P. This study used a quantitative approach using questionnaires as tools to collect data. This study was applied to 322 male and female students studying in the third and fourth semesters. The results were analyzed using statistical methods, descriptive frequency ratio analysis, and deductive analysis, and the study found that the material evidence factor is the most positive factor affecting the level of satisfaction with KUIS. The price factor is the factor that negatively affects student satisfaction at KUIS. The results obtained helped in giving indications of the strengths and weaknesses of the marketing process. The results of the research were given to the college in order to benefit from the findings.
Highlights
The world is witnessing many and rapid developments in the economic, social, political and cultural systems
The demographics profile of respondents or students of the Selangor International Islamic University College (KUIS) which consists of age, gender, status, semester and the faculty
The data will be assessed based on the percentage of respondents in the findings discussed as the following details: Gender
Summary
The world is witnessing many and rapid developments in the economic, social, political and cultural systems. In light of the steady growth in the service industry and its contribution to comprehensive development, service provision has Different countries of the world have begun to study some mechanisms to achieve greater cohesion between universities and all sectors of society. According to Salinas and Martínez (2007), Student satisfaction with universities has become an important matter for educational institutions, because the continuation of these institutions depends mainly on student satisfaction. In this sense, it became necessary to identify ways to measure student satisfaction in universities, which allows these universities to know the university level and what distinguishes other competitors from it and analyzes it over time. The success of programs or organizations mainly lies in responding to maximizing this proportion (Lago, López, Municio, Ospina and Vergara 2013, p. 37)
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