Marketing Service Delivery with Performance-Based in Educational Institutions: An Examination of Academic and Social Integration Effects

Ganesh, R
INTI International University, Nilai, Malaysia



This article aims to investigate marketing service delivery through the determinants of academic and social integration as moderator for satisfaction leading to retention among Malaysian private higher education institutions students. With perceived performance and Tinto’s interactionist theory, a survey was administered with a seven-point Likert-type scale to 309 respondents with stratified random sampling. The finding of this study significantly extends and strengthens the theoretical discourse on the perceived performance view concerning students’ satisfaction and highlights the application of academic and social integration as a critical domain with Tinto’s interactionist theory for student retention.

Keywords:  performance-based; service delivery marketing; academic and social integration; satisfaction; retention