Marketing and Reputation in the Services Sector: Higher Education in South Africa and Singapore

Marketing Practices And Reputation In The Higher Education Sector

Flavian, Torres, and Guinaliu (2004) argue that large numbers of competitors in a global environment are constantly attempting to offer something different in their services to distinguish them from competition. Da Silva and Batisda (2007) are of the opinion that relationship building with customers is crucial for commercial survival. This also includes public organisations. The author points out that the building of corporate reputation has become a strategic issue for organisations that requires a series of organisation changes. The building of reputation requires a strong customer-focused orientation, better performance of an organisations day-to-day management and operating activities, more efficient and effective communication with its publics and a greater emphasis on recognition. As a result the author emphasized the importance of increasing an organisations image that is transmitted to consumers. Alsop (2004) explains that the top managements own reputation affects corporate reputation and states that high profile CEO’s like Bill Gates still affects the company image and is ultimately accountable for reputation.