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The Ethics of the Promise in the Service Marketing Triangle and its Effect on Value and Customer Intentions for Education Services


  • Taufani C. Kurniatun

    () (Indonesia University of Education, Bandung)

  • Pantri Heriyati

    () (Bina Nusantara Business School, Jakarta)


This research attempts to reveal the role of ethics in the concept of the promise (making, enabling and keeping promises), and its impact on the value and intentions of educational service customers. Using qualitative and field survey research approaches for selected MBA programs in five cities in Indonesia, the results of the study show that the ethical aspect has a significant role in making, developing, and keeping promises, as it influences the attainment of the customer values for education service institutions. Such value would act as the antecedent for the behavioral intentions of education service customers and be indicated by positive word of mouth. The implication of the research is directed to institutional strategy development in applying the Service Marketing Triangle concept, specifically in managing the MBA Programs.

Suggested Citation

  • Taufani C. Kurniatun & Pantri Heriyati, 2012. "The Ethics of the Promise in the Service Marketing Triangle and its Effect on Value and Customer Intentions for Education Services," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 15(1), pages 43-53.
  • Handle: RePEc:boh:actaub:v:15:y:2012:i:1:p:43-53

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    More about this item


    Ethics; Service Marketing Triangle; Customer Value; Education Services; Behavior Intention;

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management


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