Understanding professional service expectations: Do we know what our students expect in a quality education?

Service quality continues to grow in importance in marketing literature. One area, however, that has been neglected is educational services. A study utilizing 686 business students and 13 professors across 3 university types was designed to examine service expectations from both student and professo...

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Bibliographic Details
Published in:Services marketing quarterly 1995, Vol.13 (1), p.71-89
Main Authors: Shank, Matthew, Walker, Mary, Hayes, Thomas
Format: Article
Language:English
Subjects:
Colleges & universities
Consumer attitudes
Customer satisfaction
Customer services
Educational services
GNP
Gross National Product
Higher education
Marketing
Perceptions
Quality of service
Quality standards
Service industries
Studies
Transportation services
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Description
Summary:Service quality continues to grow in importance in marketing literature. One area, however, that has been neglected is educational services. A study utilizing 686 business students and 13 professors across 3 university types was designed to examine service expectations from both student and professor perspectives. Results indicate that student expectations of university services are greater than those of professors, and that these expectations vary by university type. Implications for university administrators and faculty, along with future directions, are discussed.
ISSN:1533-2969
1533-2977
DOI:10.1080/15332969.1995.9985207