Developing the Marketing Research as to Satisfaction of Requirements of Organization’s Stakeholders on the Basis of Methodical Instrumentarium of Quality Management

Abstract

The article is aimed at adapting to the use of methodical instrumentarium of quality management for the development of marketing research to identify the satisfaction of stakeholder requirements with the results of the organization’s activities, ensuring thorough managerial decisions in the direction of influencing the behavior of the latter. In the course of researches conducted by the authors, after generalizations of scientific publications in the field of methodical marketing instruments, it is specified that the use of such an instrument of quality management as SERVQUAL provides not only the development of conduct of the marketing research itself, but creates preconditions for the «marketing of relations» of stakeholders with the organization. In accordance with the examplified in the presented article adaptation of the methodical instrumentarium of SERVQUAL to the sphere of educational business, the example of the educational organization illustrates how this instrument can ensure an increase in the level of competitiveness of the higher educational institution by improving various consumer characteristics and differentiating the consumer value of educational services, which, in turn, includes: differentiation of educational services with an orientation to the current unsatisfactory demand and perspective forecast in educational services, that is, the introduction of new differentiation of consumer properties of the existing educational service; differentiation of service sales channels – attracting new categories of stakeholders. The versatility of the proposed methodical instrumentarium of SERVQUAL provides an opportunity to develop marketing research as to satisfaction of stakeholder requirements in the activities of both educational organizations and enterprises along with organizations of various levels, forms of ownership, type and sphere of activity of the national economy, which is the directions of further research by the authors of the article.

Keywords

• marketing research
• stakeholder
• quality
• servqual
• competitiveness
• educational organization