Service Quality In Higher Education Essay

3024 Words7 Pages
bulb-icon

Recommended: Importance of service industries

At present, service industries are the major contributors in the economy of many nations. Various studies have been conducted on service quality in different service industries, however studies on service quality in higher education sector is relatively new as compared to other service industries especially in Indian context. Senthilkumar & Arulraj, (2010) proposed that among all service sectors, the education sector, particularly the higher education system, has direct bearing on society for society’s growth and socio-economic development. The study of service quality in higher education is essential to the institutions to provide information on the effectiveness of education plans and improvement programs (Cardona, 2012). The purpose of this paper is to provide a conceptual framework of service quality in higher education. Apart from the conceptual view, this paper also attempts to briefly describe the role of marketing in higher education.
Keywords: Service quality, Higher education, marketing

1. Introduction:
In today’s world, where intense competitive environment is existing everywhere, globalization acts as a boon for trade, commerce and service industry, on the other hand it also results in lots of challenges that has to be tackle carefully to survive in highly competitive market. The positive aspect of globalization is that it creates a marketplace where only the best provider of the service would survive (Jain et al, 2011). It is no secret that higher education is more competitive than ever. There is a growing competition between higher education service providers since the market is increasingly privatized (Stimac and Simic, 2012). The most competitive institutions frantically try to climb over one another to be the ...

... middle of paper ...

...tudies revealed that demographic factors are generally important in the evaluation of service quality. Understanding of the role of demographic variables can guide marketers of higher education to consider more demographic-based segmentation approach and differentiating the services in line with the nature of individual demographic groups (Min & Khoon, 2013). Studies on service quality in higher education revealed that students are the primary customers of higher education; therefore it is highly imperative that the services delivered should be evaluated from students’ perspectives rather than education institute’s own perspective. It is imperative for higher education institutions to understand the various dimensions of service quality and the need of continuous improvement in service quality for achieving sustainable development along with a competitive advantage.

Show More
Related

  • Why We Should Fear University By Fredrik Deboec Analysis

    713 Words  | 2 Pages

    What stands out about American universities today? Is it the academic opportunities offered to students, experienced faculty, or strong sense of community? Or...perhaps they have lost their focus. It is not uncommon for universities to focus their efforts and budgets elsewhere; by building state of the art gyms, for example, remodeling luxury dorms, grooming campuses, or creating more management positions. College students and professors alike are subject to the nationally occurring changes in higher level education. Colleges are becoming commercialized and tuition is rising, but is the quality of education improving? In “Why We Should Fear University, Inc.”, Fredrik DeBoer is able to provide a personal take on the issue of corporate domination

    Read More

  • If Disney Ran Your Hospital

    2487 Words  | 5 Pages

    Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31. Retrieved April 1, 2011, from ABI/INFORM Global. (Document ID: 9401886).

    Read More

  • Mark Edmundson On The Uses Of A Liberal Education Essay

    1552 Words  | 4 Pages

    In recent years, under the combined force of technological innovation and market operation, our society has made remarkable progress in improving the quality of education. Universities as the major institutions of higher education are inevitably impacted by the social advancement. In his essay, “On the Uses of a Liberal Education,” Mark Edmundson argues that “university culture, like American culture writ large, is, to put it crudely, ever more devoted to consumption and entertainment, to the using and using up of goods and images” (44). He claims that college education gradually loses its traditional culture under the influence of social changes. Yet university as a significant element in society cannot be viewed separately from that society. A process of dynamic reallocation in which educational resources are redistributed towards

    Read More

  • Immigration: H-1B Visa

    1721 Words  | 4 Pages

    Kim, Sunwoong. "From Brain Drain to Brain Competition." Clotfelter, Charles. American Universities in a Global Market . 2008. 335 - 369. Web.

    Read More

  • The Looming Student Debt Crisis

    1564 Words  | 4 Pages

    But perhaps most importantly, by setting a trend for competitive prices in the education market NYU will have secured an invaluable long-term investment; the aggressive quality-based competition seen today suggests that universities and colleges will compete in a similarly aggressive fashion to cut tuition. While enrollment rates across the board will increase, tuition prices will decrease – a trend that will simultaneously provide an opportunity to reverse the student debt crisis, and protect those positive externalities that shape the future day to day.

    Read More

  • The Value Co-Creation

    1499 Words  | 3 Pages

    Customer contentment encourage the emerging innovative company nowadays (CSSP 2007) and lead to tough competition in offering value through service concept (Lusch et al. 2007). Many firms race in rectify their pathway to services, intensify the quality, and applying new strategies on their organization (CSPP 2007). This challenge is generate marketing completion in order to gain sustainability business which accentuate the customer expectation and involved them during the process (Cova and Salle 2008). Therefore the way of thinking as a customer strongly needed and developed in service business as current symptom (Cova and Salle 2008). According to Grӧnroos (2008a), the use of customer on contributing value should consider as a part of service process.

    Read More

  • Queensland University Of Technology

    1685 Words  | 4 Pages

    The focus of this report is the service product “Master of Business (Marketing)”. It is classified as mental stimulus processing because the service is intangible and its direct recipient is people’s mind. QUT is on the way to increase its ranking and reputation all over the world with the slogan “A university for the real world”. Therefore, this report will investigate and analyse the educational

    Read More

  • Statement of Purpose for a Masters in Retail Management

    602 Words  | 2 Pages

    During my last year in high school, I developed a desire to learn and understand the business in order to help my parents in the future. As a result, I chose to study Marketing at Thammasat Business School. In my third year of studies, I joined the 27th Marketing Trainee Programme hosted by the Marketing Association of Thailand, where I have experienced first-hand training from professional marketers and took part in marketing stra...

    Read More

  • An Essay to Improve the Delivery of Service Quality for a Technical Services Provider.

    1691 Words  | 4 Pages

    An industrial machine agent has two department, the sales department which promote and sell machines and the after sales service department which provide the after sales services and technical support to all machines sold by the sales department.

    Read More

  • Written Assignment Of The Five Elements Of Quality Service

    1379 Words  | 3 Pages

    Assignment: BSBCUS501 Task 4. Written Question 1. What is the difference between a. and a. In the space provided you are to provide a step by step process on how to deal with complaints. -Listening to customer comments -Asking for customer solutions with prefer them To ensure that the customer is happy, when it is resolved.

    Read More

  • The University Of Southern Queensland

    1689 Words  | 4 Pages

    INTRODUCTION Co-creating value between service provider and customer is a key factor to consider when assessing a branded service. For the University of Southern Queensland to position its branded service of an online tertiary education, it is necessary to understand what factors influence the target audience. These factors are the brand-image and the target audience’s perception, brand congruency, the application of the types of brand attitudes, social influences and their associations to the brand and the rituals and artefacts related to a tertiary education service. Based on these factors, the University of Southern Queensland will have recommendations to achieve optimal co-creation of value for its target audience. BRAND-IMAGE

    Read More

  • Customer Service Analysis

    1962 Words  | 4 Pages

    This essay will explain what is meant by excellent customer service, outline an excellent customer service structure and give ways in which it can be maintained. It will also state the impotence of customer service to a business or entity.

    Read More

  • Essay On Higher Education

    1464 Words  | 3 Pages

    The American higher education system has always been deemed as the best in the world. Statistics consistently show that most Nobel winners received higher education in America and a majority of international students choose America as their dream county to study abroad. The standard of higher education in America is unique and unparalleled in many ways. However, it’s always hard to live up to a great reputation. The system suffers from deficits in many respects.

    Read More

  • The Reflection Of Pursuing A Career In Business

    815 Words  | 2 Pages

    Marketing Program, I look forward to be enriched with the knowledge the professors provide, such as, Professor Kumar who teaches the course in Consumer Behavior in learning how to enhance the value of the company, or Professor Biswas who teaches Brand Management on brand awareness. Both of the professors have an extensive background in their field and reputable credibility, ranging from academic sources to media outlets. The opportunity to work with professors, who know the principles of marketing and making informed marketing decisions, will help me grasp the key aspects I need in the completive business

    Read More

  • Should The University Increase Tuition Fee?

    1307 Words  | 3 Pages

    One reason why increasing tuition fee in universities and colleges is not favorable is everyone believes education is really important for everyone. However, high tuition fee makes the education become a big equity problem. There is an ancient saying in my home country China that goes, “It probably takes about ten years for a tree to grow up, but it takes maybe one hundred years to educate a generation of people.” It emphasizes not only the difficulty but also the great significance of education. With the economic globalization gaining momentum, it goes without saying that the competition in the job market will only become more and more fierce. And in today’s world, without a proper education, it is very har...

    Read More

More about Service Quality In Higher Education Essay

Open Document