Abstract
Purpose: The student-to-college/university relationship is akin to the buyer-seller relationship in marketing. Buyers vary based on their level of involvement (i.e. engagement), motivation, attitudes, and expectation of the buying experiences. Sellers, on the other hand, work to create a brand message and to share that message with existing and prospective customers. The purpose of this paper is to investigate the factors that impact the perceptions of service quality held by current students in higher education.
Research Methodology: This study examines the individual student/consumer influences (i.e., involvement, motivation, attitude, and expectations) on student perceptions of service quality. Well-established measures of service quality are used to measure current student perceptions of the service quality provided by higher education institutions. Data is collected using an online survey (n=411). Regression analysis is used to determine which factors have the greatest impact on student perceptions of service quality in higher education.
Findings: The results of this study indicate that a student’s motivation, attitude, and educational expectations are directly related to their perception of the university’s service quality. The remaining independent variable that pertains directly to the student (e.g., their level of involvement in campus activities) did not influence student perception of service quality. Finally, student perceptions of service quality were unaffected by the gender of the student.
Practical Implications: Generally speaking, the cost of higher education has risen faster than the overall rate of inflation in the United States over the last twenty years. Combining this fact with growing consumer expectations in all product and service categories, colleges and universities have been working to enhance their levels of service quality to meet the consumer demands of their current and future students. As the study shows, some student traits influence the perceptions of service quality while others do not. Both public and private universities are expected to operate as good stewards of resources even while their students may not appreciate, or even recognize, the impact of their efforts. Schools are challenged to work both harder and smarter to realize their service quality goals.
Originality/value With service quality being so important, universities are beginning to incorporate dedicated service excellence programs to meet the wants and needs of the university community.
Recommended Citation
Brinkmeier, Alex; Clark, Melissa; and Fine, Monica B.
(2026)
"Student Perceptions of Service Quality Provided by their University,"
The Coastal Business Journal: Vol. 21:
No.
1, Article 3.
Available at:
https://digitalcommons.coastal.edu/cbj/vol21/iss1/3