| Abstract [eng] |
The value creation for the consumer becomes important because of greater competition, increasing consumer power and greater demands. Even though value has been investigated for a while, not all organizations understand the strategic importance of the value creation for consumer and do not pay attention at all or not enough. The consumer’s value is often understood simply as the ratio of quality and price, however, the perceived value is dependent on perceived benefits and perceived costs which may be divided into many elements of benefits or sacrifices. The organization, which is trying to create the value for consumers, does not always succeed to meet the expectations of consumers. The problem of the gap between the value created by the organization and the perceived value of the consumer is being analyzed in the paper. The value creation in this paper is being adapted to the field of university studies. Universities hardly see their student as a consumer of their service. However, the increasing completion among tertiary education institutions, will force to compete by the value created for a consumer (=a student). The value creation model for university studies is proposed in the article. The object of the papper is the value creation in the universities field. And the main tasks to research this object are to discuss value concept and the qualities and components ofo be discussed customer value. Morover the efforts taken by the organization have to be discussed. Other important tasks of the paper are to anlyze value perception gap and to discuss the qualities of university sector. Moreover the perceived value of the Vilnius University and Vytautas Magnus University has be analyzed and to investigate the possible value perception gap in those universities. The results of the paper show that university studies are very important in the life of the student, 59,7% students and 53,1% lecturers think so. Marketing initiatives and the value proposition are not of the such high importants to students, however universities put a lot effort on that. During the research it was found that knowledge and quality of the studies are the most important factors increasing the value for the student. As for the factors decreasing perceived value the most important are studies costs, risk of geting return and cost for a living. Students from both universities claim that university creates value for them having in mind received knowledge, relationships and the status in job market. However they believe that improvements should be done in the job quality of lecturers, practice and theory balance and the system of education in general. Students see themselves as a customer of university service and as a product in the job market after they graduate.Talking about the value gap, 42,8 % students and 58,3% lecturers think that the value perception gap really exists. The link between how important university is in student‘s life and the perception about value gap exits. Moreover, students who have chosen that the efforts of the university are enough, said that there is no value gap. After the analysis of the research the conclusion can be drawn that the value perception gap exits in three areas: gap between university administration and students, gap between lecturers and students, gap between university administration and lescturers. The paper consist of 76 pages, 5 tables and 22 pictures. |
