The purpose of this study was to discover and assess student financial services delivered to students enrolled at East Tennessee State University. The research was undertaken for institutional self-improvement. The research explored changes that have occurred in student financial services in the dynamic higher education market. The research revealed universities pursued best practices for the delivery of student financial services through expanded employee knowledge, restructured organizations, and integrated information technologies. The research was conducted during October and November, 2006. The data were gathered from an online student survey of student financial services. The areas researched included: the Bursar office, the Financial Aid office, and online services. The results of the data analysis revealed problems with the students' perceived quality of existing financial services and the additional services students desire. The research focused on student perceptions of the quality of financial services by age and gender classifications and response categories. Although no statistically significant difference was found between the age-gender classifications on the perception of the quality of the financial services studied, the research adds to our understanding of student financial services at East Tennessee State University. Recommendation for continued research included annual surveys of segmented student populations that include ethnicity, age, gender, and educational level. The research would be used for continuous improvement efforts and student relationship management. Also additional research was recommended for employee learning in relation to the institution's mission, goals, and values.

In der Dissertation wurde ein Vergleich des deutschen Studierendenmarketings und des amerikanischen Student Recruitments vorgenommen, um eine Erweiterung des Modells des deutschen Hochschulmarketings auf die Zielgruppe der zukünftigen Studierenden vorzunehmen und praktische Implikationen für deutsche Hochschulen abzuleiten. Hierzu wurde der Forschungsgegenstand in die Organisations- und die Marketingtheorie eingeordnet. Anschließend erfolgten eine theoretische Gegenüberstellung des deutschen und des amerikanischen Hochschulsystems sowie eine theoretische Darstellung des Student Recruitments. Die Betrachtung des Letzteren wurde empirisch durch qualitative Experteninterviews untermauert. Diese wurden im Rahmen eines Forschungsaufenthalts in den USA mit Spezialisten aus den Bereichen Student Recruitment durchgeführt und validierten das zuvor theoretisch dargestellte Konstrukt weitestgehend. Abschließend wurden das theoretische Modell des deutschen Hochschulmarketings auf die Zielgruppe der zukünftigen Studierenden erweitert und Implikationen für die Anwendung von Student Recruitment an deutschen Hochschulen abgeleitet.