Employers' Perceptions of Service Quality in Higher Education

Mathew Joseph and Beatriz Joseph

Journal of Marketing for Higher Education, 1997, vol. 8, issue 2, 1-13

Abstract: Intense competition in the higher education sector in New Zealand has forced a number of educational institutions to examine the need for assessments of customer-perceived service quality for differentiation purposes. Research studies in the past have mainly focused on either the administrators or the students' perspectives and have overlooked the employers' views on service quality in education. The instrument developed, based on the Importance-Performance paradigm, was administered to 280 New Zealand employers of business graduates. The results indicate that employers have perceptual problems with the level of service provided by tertiary institutions. Implications and suggestions for future research are provided.

Date: 1997
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DOI: 10.1300/J050v08n02_01

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