Designing and testing the product portfolio model with the consumer behavior approach in the service industry of free specialized higher education

The most important caital of the research institute human sciences is the trainees who participate in the courses. The purpose of this study is to provide a model for the product portfolio with a consumer behavior approach. In-depth and purposeful interviews were conducted to collect data. Finally, with three coding steps, the conceptual model was extracted. Then, in the quantitative research section, to measure the model, among 120 employees and managers and professors of the research institute, 92 people were selected by simple random method using Cochran's formula. A questionnaire was distributed among them. Validity of the questionnaire / 875. And its reliability was 83%. The current situation of the research institute in terms of educational services portfolio is above average and at a relatively good level. For data analysis, using PLS software, confirmatory factor analysis method was used and the model was fully approved. The model includes ten dimensions (individual factors, systemic factors, educational services management, environmental factors, micro-level policy of the institute, macro level policy of the institute, institute management, outcome for the trainee, outcome for the professors and outcome for the institute) and twenty components. By implementing this model, more courses can be formed with more trainees. It brought more profit to the research institute and also increased the satisfaction of the trainees and professors.