Abstract
Discusses aspects of current service quality theory in the context
of British higher education (HE). Focuses on the role of the student as
primary consumer of HE services (a relatively recent conceptualization
in this country), and the implications of this for the management of
service quality in higher education organizations (HEOs). Briefly
discusses an exploratory study which has monitored a group of students′
expectations and perceptions of service quality over time. Because of
its limited scope, the findings of this study may not be generalized to
the student population as a whole. However, it does serve to highlight
the need for HEOs to gather information on students′ expectations, not
only during their time at university, but at the point of arrival and
before, to manage students′ expectations from enrolment through to
graduation, in order to align them as closely as possible with what can
be delivered by way of service quality, for the student evaluation
process, or upward appraisal to be dealt with in a much more detailed,
comprehensive and multi‐focused way than tends to be the case currently
at many British universities. Acknowledges the need for further research
to investigate all of these matters.
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