Using the Importance-Performance Grid to Evaluate International Student Perceptions of Service Quality in Education: An Investigation From an Australian College Perspective

Abstract

Intense local competition and raising operating costs in the higher education sector in Australia has forced a number of institutions to look at foreign students as a potential lucrative market. However, this is a very competitive market with established players such as the U.S., U.K., and Canada. With this in mind, this study aims to ascertain the determinants of quality service in education from the foreign student’s perspective using a set of measurement scales based upon the importance/performance paradigm. While the results indicate that most foreign students do not look favorably upon the service quality provided by their respective Australian universities, many students appear willing to tolerate some level of poor service in exchange for the desired credentials. Conclusions and recommendations are provided.

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