This paper focuses on the understanding of experience marketing in a higher education context and also on its implications on students’ loyalty. Therefore, the article explores the most significant determinants of students’ experience, such teaching process, administrative service, courses content, library, accommodation, eating spaces and medical services, university’s space and campus’s facilities, university’s reputation and the provided career prospects. The research aims to outline the importance of analysing students’ experience in the increasingly competitive market of educational services and also to provide a sustainable basis for the Romanian higher education improvement. In its last section, the objective of the research is to measure the student’s loyalty towards the university and also the experience’s impact on their loyalty. The originality of this study consist in the authors attempt to design a student’s total experience survey, this paper being between the first ones analysing this topic in Romania.
If the inline PDF is not rendering correctly, you can download the PDF file here.
 Abdullah F. (2006). The development of HEdPERF: a new measuring instrument of service quality for the higher education sector International Journal of Consumer Studies 30(6) pp. 569-581.
 Alves H. and Raposo M. (2004). La mdicion dela satisfaccion el la ensenanza universitaria: el ejemplo de la Universidade de Beira Interior Revista International de Marketing Publico y No Lucrativo 1(1) pp. 73-88.
 Alves H. and Raposo M. (2007). The influence of university image in student’s expectations satisfaction and loyalty. In University of Innsbruck ANNUAL EAIR FORUM 29th Edition Innsbruck Austria 26-29 August 2007.
 Archambault L. Z. (2008). Measuring Service Performance Student Satisfaction and its Impact on Student Retention in Private Post-Secondary Institutions. In Edith Cowan University EDU-COM International Conference Perth Western Australia 19-21 November 2008.
 Ardi R. Hidayatno A. and Zagloel T.Y.M. (2012). Investigating relationships among quality dimensions in higher education Quality Assurance in Education 20(4) pp. 408-428.
 Buttle F. (2009). Customer Relationship Management: Concepts and Technologies Oxford: Elsevier Ltd.
 Cox A.M. (2011). Students’ Experience of University Space: An Exploratory Study International Journal of Teaching and Learning in Higher Education 23(2) pp. 197-207.
 Dalton H. and Denseon N. (2009). The Student Experience. In HERDSA Annual Conference 32nd Edition Darwin Australia 6-9 July 2009 Darwin: Higher Education Research and Development Society Australasia Inc.
 DeShields O.W. Kara A. and Kaynak E. (2005). Determinants of business student satisfaction and retention in higher education: applying Herzberg’s two-factor theory International Journal of Educational Management19(2) pp. 128-139.
 Douglas J. McClelland R. and Davies J. (2007). The development of a conceptual model of student satisfaction with their experience in higher education Quality Assurance in Education 16(1) pp. 19-35.
 Ferreira H. and Teixeira A.C.A. (2013). Welcome to the experience economy: assessing the influence of customer experience literature through bibliometric analysis FEP Working Papers 481 pp. 1-26.
 Finney T.G. and Finney R.Z. (2010). Are students their universities’ customers? An exploratory study Education + Training 52(4) pp. 276-291.
 Gibson A. (2010). Measuring business student satisfaction: a review and summary of the major predictors Journal of Higher Education Policy and Management 32(3) pp. 251-259.
 Gruber T. Fub S. Voss R. and Glaser-Zikauda M. (2010). Examining student satisfaction with higher education services. Using a new measurement tool International Journal of Public Sector Management 32(2) pp. 105-123.
 Gungor. H. (2007). Emotional Satisfaction of Customer Contacts Amsterdam: Amsterdam University Press.
 Halgesen O. and Nesset E. (2007). What Accounts for Students’ Loyalty? Some Field Study Evidence International Journal of Educational Management 21(2) pp. 126-143.
 Ijaz A. Ifran S. M. Shahbaz S. Awan M. and Sabir M. (2011). An empirical model of student satisfaction: case of Pakistani public sector business schools Journal of Quality and Technology Management 7(2) pp. 91-114.
 Larson G.A. and Owusu-Acheaw G. (2012). Undergraduate Students Satisfaction With Library Services in A Faculty Library in University of Education Winneba. Ghana Library Philosophy and Practice (e-journal) pp. 1-26.
 Lawrence J.J. and McCullough M.A. (2004). Implementing Total Quality Management in the Classroom by Means of Student Satisfaction Guarantees Total Quality Management 15(2) pp. 235-254.
 Letcher D.W. and Neves J.S. (2010). Determinants of undergraduate business student satisfaction Research in Higher Education Journal The College of New Jersey pp.1-26.
 Najib N.U.M. Yusof N.A. and Osman Z. (2011). Measuring Satisfaction with Student Housing Facilities American Journal of Engineering and Applied Sciences 4(1) pp. 52-60.
 Navarro M.M. Iglesias P.M. and Torres R.P. (2005). A new management element for universities: satisfaction with the offered courses International Journal of Educational Management 19(6) pp. 505-526.
 Olson C. (2010). Student Satisfaction Campus Climate and Retention: A Report on Findings from the Student Satisfaction Inventory The Office of Institutional Research & Assessment Azusa Pacific University pp. 1-22;
 Palade A. and Brătucu G. (2013). The Marketing of Educational Services. A Study Regarding the Graduates’ Professional Path Bulletin of the Transilvania University of Brașov 6(55) pp. 57-64.
 Palli J.G. and Mamilla R. (2012). Students’ Opinions of Service Quality in the Field of Higher Education Creative Education 3(4) pp. 430-438.
 Pavlina K.. Zorica M.B. and Pongrac A. (2011). Student perception of teaching quality in higher education Procedia Social Behavioral Sciences 15 pp. 2288-2292.
 Pine B.J. and Gilmore H.H. (1998). Welcome to the Experience Economy Harvard Business Review [online] Available at: < https://hbr.org/1998/07/welcome-to-the-experience-economy> [Accessed 20 March 2017].
 Quintal V.A. and Shanka T. (2010). Examining the mediating effects of study outcomes on student experience and satisfaction - Working Paper Curtin University of Technology School of Marketing. [online] Available at: [Accessed 2 August 2016].
 Randheer K. (2015). Service Quality Performance Scale in Higher Education: Culture as a New Dimension International Business Research 8(3) pp. 29-41.
 Rowley J. (1997). Beyond service quality dimensions in higher education and towards a service contract Quality Assurance in Education 5(1) pp. 7-14.
 Săvoiu G. Necșulescu C. Țaicu M. Șerbănescu L. and Crișan E. (2014). Gradul de satisfacție al consumatorilor de servicii educaționale. Impact și consecințe în responsabilitatea unei facultăți economice Amfiteatrul Economic 16(35) pp. 79-98.
 Schmitt B. (2010). Experience Marketing. Concepts Frameworks and Consumer Insights Foundations and Trends in Marketing 5(2) pp. 55-112.
 Shaw C. and Ivens J. (2002). Building great customer experiences New York: Palgrave Macmillan.
 Solinas G. Masia M. D. Maida G. and Muresu E. (2012). What Really Affects Student Satisfaction? An Assessment of Quality through a University-Wide Student Survey Creative Education 3(1) pp.37-40.
 Stodnick M. and Rogers P. (2008). Using SERQUAL to Measure the Quality of the Classroom Experience Decision Sciences Journal of Innovative Education 6(1) pp. 115-133.
 Sultan P. and Wong H.Y. (2012a). Service quality in a higher education context: an integrated model Asia Pacific Journal of Marketing and Logistics 24(5) pp. 755-784;
 Sultan P. and Wong H.Y. (2012b). Antecedents and consequences of service quality in a higher education context Quality Assurance in Education 21(1) pp.70-95.
 Tsinidou M. Gerogiannis V. and Fitsilis P. (2010). Evaluation of the factors that determine quality in higher education: an empirical study Quality Assurance in Education 18(3) pp. 227-244.
 Xiao J. and Wilkins S. (2015). The effects of lecturer commitment on student perception of teaching quality and student satisfaction in Chinese higher education Journal of Higher Education Policy and Management 37(1) pp. 98-110.
 Yeo R.K. (2008). Servicing Service Quality in Higher Education: Quest for Excellence On the Horizon 16(3) pp.152-161.
 Yin D. and Lei S.A. (2007). Impacts of campus involvement on hospitality student achievement and satisfaction Education 128(2) pp. 282-293.