Abstract: Mobile marketing through mobile messaging service
has highly impressive growth as it enables e-business firms to
communicate with their customers effectively. Educational
institutions hence start using this service to enhance communication
with their students. Previous studies, however, have limited
understanding of applying mobile messaging service in education.
This study proposes a theoretical model to understand the drivers of
students- intentions to use the university-s mobile messaging service.
The model indicates that social influence, perceived control and
attitudes affect students- intention to use the university-s mobile
messaging service. It also provides five antecedents of students-
attitudes–perceived utility (information utility, entertainment utility,
and social utility), innovativeness, information seeking, transaction
specificity (content specificity, sender specificity, and time
specificity) and privacy concern. The proposed model enables
universities to understand what students concern about the use of a
mobile messaging service in universities and handle the service more
effectively. The paper discusses the model development and
concludes with limitations and implications of the proposed model.
Abstract: Educational institutions increasingly adopt the
students-as-customers concept to satisfy their students.
Understanding students- perspectives on the use of this business
concept in educational institutions is necessary for the institutions to
effectively align these perspectives with their management practice.
The study investigates whether students in technology and business
disciplines have significantly different attitudes toward using the
students-as-customers concept in educational institutions and
explores the impact of treating students as customers in technology
disciplines under students- perspectives. The results from
quantitative and qualitative data analyses show that technology
students, in contrast to business students, fairly disagree with
educational institutions to treat students as customers. Treating
students as customers in technology disciplines will have a negative
influence on teaching performance, instructor-student relationships
and educational institutions- aim, but a positive influence on service
quality in educational institutions. The paper discusses the findings
and concludes with implications and limitations of the study.