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Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis

Author

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  • Matti Haverila
  • Kai Haverila
  • Caitlin McLaughlin

Abstract

The paper assesses the importance and performance of education service quality. Career preparation is a key part of the school experience. Thus, the study conducted an importance-performance analysis with career preparation as the key variable of interest. A survey instrument was used to collect responses at a Canadian University (N = 394), and the data were analyzed with PLS-SEM. Findings indicate that assessment and service quality are less critical in developing core competencies (and preparing students for their future careers). Relationship quality, however, is essential in developing these competencies, but the performance was low in the IPMA. Thus, universities should enhance this weakness to improve graduates’ employability. The indicator variable level analysis enables more managerial action. A contribution is made to an understudied area of education research that focuses upon students as the products, not just the customers, of higher educational institutions.

Suggested Citation

  • Matti Haverila & Kai Haverila & Caitlin McLaughlin, 2025. "Competence-based appraisal of the quality of higher education using the importance-performance (IPMA) analysis," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 35(3), pages 446-470, December.
    • Handle: RePEc:taf:jmkthe:v:35:y:2025:i:3:p:446-470
    DOI: 10.1080/08841241.2023.2219207
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