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Marketing Higher Education: Students’ Service Expectations

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Author Info

  • Mario Raposo

    (Universidade da Beira Interior)

  • Helena Alves

    (Universidade da Beira Interior)

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.

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File URL: http://128.118.178.162/eps/hew/papers/0511/0511005.pdf
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Bibliographic Info

Paper provided by EconWPA in its series HEW with number 0511005.

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Length: 11 pages
Date of creation: 15 Nov 2005
Date of revision:
Handle: RePEc:wpa:wuwphe:0511005

Note: Type of Document - pdf; pages: 11
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Web page: http://128.118.178.162

Related research

Keywords: Service expectations; service quality; higher education; marketing;

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Cited by:
  1. Maria-Lavinia Popescu, 2012. "Curriculum And Instruction In Higher Education Services - An Empirical Evaluation Of Business Processes," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 2, pages 207-214, June.

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