Zammuto, Raymond F.; Keaveney, Susan M.; O'Connor, Edward J. - In: Journal of Marketing for Higher Education 7 (1996) 1, pp. 45-70
<title>ABSTRACT</title> Recruitment and retention of students are critical challenges facing university administrators. Similar problems related to attracting and retaining customers plague other service industries as well. While the benefits of enhanced service quality have helped many service industries...