Cross-Cultural Differences in Student Expectations

Matthew D. Shank, Mary Walker and Thomas J. Hayes

Journal of Marketing for Higher Education, 1996, vol. 7, issue 1, 17-32

Abstract: International students represent a growing market segment for colleges and universities in the U.S. As universities begin to target international students, it will become imperative that university administrators and faculty understand what these students expect once they arrive on campus. The present study, utilizing 686 U.S. and 338 Australian business students was designed to explore university service expectations from a cross-cultural perspective. Results indicate that expectations of Australian students are greater than those of U.S students on three dimensions of service quality. Implications for university administrators and faculty, along with future directions, are discussed.

Date: 1996
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DOI: 10.1300/J050v07n01_03

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