NEP-MKT: Marketing Higher Education

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João Leitão


1. MARKETING HIGHER EDUCATION: STUDENTS' SERVICE EXPECTATIONS

Mario Raposo (Universidade da Beira Interior)
Helena Alves (Universidade da Beira Interior)

Facing a growing competitive environment, higher education
institutions have increased dramatically the competition for
recruiting and retaining students providing a high quality
service as a solution to compete. Frequently, researchers who
have studied the service quality and client satisfaction have
measured it by comparing consumers’ expectations with their
perception of the provided service. This study was undertaken to
provide data for analysing students’ expectations when they
enter University, as well as to know which influences origin
those expectations at the beginning of undergraduate studies.
Then these expectations were compared with student’s service
perceptions after one year of study. An analysis between expected
service and service received is maid and the results shown that
the gap between those, is great in aspects mainly directly
related to educational service. A factorial analysis shows that
service expectations are mainly formed around the dimensions
related to aspects of learning and career, reputation of the
University and how the support services are delivered by staff.

Keywords: Service expectations, service quality, higher
education, marketing
JEL: A20 A23 M31
Date: 2005-11-15
URL: http://d.repec.org/n?u=RePEc:wpa:wuwphe:0511005&r=mkt