ABSTRACT
This study examined the relationship between marketing practices and client satisfaction in the education sector, focusing on St. Anne Business Institute Inc. (SABII) in Aklan. Specifically, it assessed the extent of marketing practices using the 7Ps Marketing Mix framework—product, price, place, promotion, people, process, and physical evidence—and evaluated the level of client satisfaction based on the SERVQUAL dimensions, namely reliability, assurance, tangibles, empathy, and responsiveness. A descriptive-correlational research design was employed, with data gathered from parents or guardians of enrolled students during the School Year 2025–2026 using a validated survey questionnaire. Statistical tools such as frequency, percentage, mean, standard deviation, Mann-Whitney U Test, Kruskal-Wallis Test with Dwass-Steel-Critchlow-Fligner (DSCF) pairwise comparison, and Spearman rho correlation were utilized for data analysis. Findings revealed that the institution’s marketing practices were implemented to a moderate extent interpreted as practiced, while the level of client satisfaction was generally rated as satisfactory. Results further indicated no significant differences in perceptions of marketing practices and client satisfaction when respondents were grouped according to demographic variables. However, a significant relationship was found between the extent of marketing practices and the level of client satisfaction, suggesting that improvements in marketing strategies are associated with higher satisfaction levels among clients. Based on the findings, the study proposed a marketing plan aimed at enhancing promotional strategies, service delivery processes, and overall institutional competitiveness. The results provide valuable insights for school administrators in strengthening marketing initiatives and improving service quality to ensure long-term sustainability and client satisfaction.
Keywords: Marketing Mix (7Ps), product, price, place, promotion, people, process, physical evidence SERVQUAL, reliability, assurance, tangibles, empathy, responsiveness and client satisfaction
INTRODUCTION
The application of the Marketing Mix (7Ps) in educational institutions has been widely recognized as a strategic approach to enhancing student retention and institutional sustainability. Studies indicate that when schools effectively manage elements such as product (academic programs), price (tuition structures), place (accessibility), promotion (communication strategies), people (faculty and staff), process (service delivery), and physical evidence (facilities), they are more likely to meet student expectations and foster long-term engagement. These factors collectively influence students’ decisions to remain in an institution, as they shape both perceived value and overall educational experience. As a result, the 7Ps framework is not only essential for attracting students but also for maintaining their loyalty and continued enrollment (Stankovska et al., 2024; Ikram & Kenayathulla, 2023; Ramos & Briones, 2024).
The interplay of the Marketing 7Ps and SERVQUAL dimensions plays a critical role in shaping how educational institutions attract, satisfy, and retain their clientele. The 7Ps framework influences how schools design and deliver their academic offerings, set pricing structures, communicate with stakeholders, manage personnel, and create learning environments that reflect their brand identity. At the same time, the SERVQUAL model provides a lens for evaluating the quality of services delivered, from the reliability of school processes to the responsiveness and empathy shown by staff and administrators. When these two frameworks are effectively integrated, they contribute to stronger client satisfaction, improved school reputation, and sustained enrollment. However, misalignment or gaps in either marketing practices or service quality can negatively impact parent and student perceptions, making the analysis of both frameworks essential for educational institutions seeking long-term competitiveness and trust (Stankovska et al., 2024; Ikram & Kenayathulla, 2023).
In this context, the Toledo-based St. Anne Business Institute Inc. (SABII) in Aklan aims to enhance its competitiveness and market presence by implementing targeted marketing strategies. Marketing practices, once primarily associated with business organizations, have become vital tools for educational institutions to communicate value, strengthen their reputation, and establish long-term trust among stakeholders. For institutions located in smaller provinces, such as Toledo, Nabas, and Aklan, this need is even more pronounced, as they must differentiate themselves to remain relevant and sustainable (Nixon, 2025; Khan, 2024).
Foreign and local studies consistently highlight the role of the marketing mix in influencing student perceptions. International research emphasizes the importance of strong branding, digital engagement, and service quality dimensions such as responsiveness, reliability, and empathy in enhancing competitiveness and satisfaction. Meanwhile, local findings indicate that private institutions in the Philippines often implement marketing strategies to only a moderate extent, with gaps in promotional efforts, pricing, and reputation building. These gaps suggest that many schools have yet to maximize marketing as a strategic driver of enrollment and student satisfaction (Stankovska et al., 2024; Ikram & Kenayathulla, 2023; Ramos & Briones, 2024; Raganas, 2019).
Marketing encompasses every aspect of a plan to convert a prospective consumer into a satisfied customer. It includes activities ranging from market research to advertising, all aimed at establishing brand loyalty and increasing overall engagement. The primary objective of marketing is to understand how to provide value to customers and foster strong relationships, thereby maintaining customer loyalty. This involves identifying the target market’s needs, delivering services that meet their expectations, and effectively communicating their benefits. In the context of educational institutions, these principles are essential not only for increasing enrollment but also for ensuring long-term sustainability and institutional success (Snyder, 2024).
While marketing in education has been widely discussed in existing literature, studies that integrate the 7Ps of Marketing with the SERVQUAL model remain limited, particularly within small private educational institutions. Most research focuses on large colleges and universities, resulting in an underrepresentation of smaller schools whose operational conditions, resource constraints, and service delivery contexts significantly differ. These institutions encounter unique challenges in ensuring service quality while implementing effective marketing practices that influence client perceptions and satisfaction. Furthermore, prior studies often examine marketing practices and service quality separately, rather than exploring their combined influence on client satisfaction, especially in the Philippine setting. This study addresses these gaps by examining the institution’s marketing practices through the 7Ps framework, evaluating service quality using SERVQUAL, and determining how these dimensions collectively shape client satisfaction in the educational sector.
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