Service Quality in Higher Education: A Review and Research Agenda

A number of studies in service quality have enriched the services marketing domain over the last three decades or so. Most of these studies have concentrated their findings on the dimensionalities of service quality across industries, cultures, and firms. These studies develop some measures or scales to gauge the quality. Amongst these, the widely used measure is the SERVQUAL which has been conceptualized on expectancy‐disconfirmation paradigm (EDP). However, only a few studies (Dabholkar et al., 2000; Gounaris et al., 2003) have focused attention on the antecedents to service quality. With regard to consequences of service quality in commercial enterprises, several models are developed in literature (Cassel and Eklöf, 2001; Cronin et al., 2000; Fornell et al., 1996)