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

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.