Impact of Customer Orientation and Digital Marketing on Educational Services
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Customer Orientation, Marketing Digitalization, Educational Service Performance, Era of Technological Disruption
Abstract
The rapid advancement of digital technology in this era of disruption compels educational institutions to continuously adapt and innovate. Such transformations necessitate adjustments in the delivery and performance of educational services, highlighting the importance of identifying key factors that influence service effectiveness. This study investigates the impact of customer orientation and digital marketing practices on the performance of educational services within the context of technological disruption. A quantitative approach was employed, with data collected through structured questionnaires. The population comprised formal primary and secondary educational institutions, from which 109 respondents were randomly selected. The collected data were analyzed using path analysis supported by SPSS software. The findings reveal that both customer orientation and digital marketing adoption significantly and positively affect the performance of educational services. The application of well-designed digital marketing strategies, along with efforts to address customer needs and expectations, contributes to higher levels of customer satisfaction and enhances institutional reputation. Consequently, these factors lead to improved service performance. The study concludes that educational institutions must embrace a more customer-oriented perspective and optimize the use of digital technologies to maintain relevance and competitiveness in an increasingly dynamic environment.
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