تصورات أعضاء هيئة التدريس نحو واقع تسويق الخدمات الجامعية بجامعة شقراء

Abstract EN

The study aimed to identify faculty members’ perceptions about the reality of University (Educational, Research, and Societal) Services Marketing at Shaqra University and reveal statistically significant differences in faculty responses attributed to variables of gender, college type, and academic experience.

The researcher used the descriptive-analytical method and applied a questionnaire to a random sample of (213) faculty members.

The study concluded that university services marketing at Shaqra University was (low) as educational services came in the first rank, followed by societal services.

In contrast, research services came in the last rank.

The study revealed statistically significant differences in faculty responses towards a total degree of university services marketing and its three dimensions with (gender) variable in favor of females and (college type) in favor of scientific colleges.

The study revealed no statistically significant differences in faculty responses towards the total degree of the reality of university services marketing and its dimensions of education and research services with (academic experience) variable.

At the same time, there were statistically significant differences in their responses towards societal services marketing in favor of those with experience of fewer than five years.