Understanding Professional Service Expectations: Do We Know What Our Students Expect in a Quality Education?

Abstract

Service quality continues to grow in importance in the marketing literature. One area, however, that has been relatively neglected is educational services. The present study, utilizing 686 business students and 13 professors across three 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.

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