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MARKETING HIGHER EDUCATION: STUDENTS’ SERVICE EXPECTATIONS

Mário Raposo () and Helena Alves ()

HEW from EconWPA

Abstract: 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 (search for similar items in EconPapers)
JEL-codes: A20 A23 M31 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-edu, nep-hrm, nep-mkt and nep-sog
Date: 2005-11-15
Note: Type of Document - pdf; pages: 11
References: View complete reference list from CitEc
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Persistent link: https://EconPapers.repec.org/RePEc:wpa:wuwphe:0511005

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