Measuring students' expectations of service quality of a higher education institution in a longitudinal design Online publication date: Thu, 11-Oct-2018
by Domingos Fernandes Campos; Guido Salvi Dos Santos; Felipe Nalon Castro
International Journal of Services and Operations Management (IJSOM), Vol. 31, No. 3, 2018
Abstract: This study presents changes in undergraduate students' expectations of service quality, regarding 33 attributes of services provided at a private HEI, over a longitudinal investigation. The course directors did not intervene intentionally, directly or in any significant way that would alter the conditions under which the services were offered. Data collection was performed at five different times, addressing the same group of students. The assessment of the expectations shows that, over time, students undergo changes in their perceptions, although the relative importance of the attributes does not undergo a radical repositioning. Senior students tend to be more demanding than freshmen. The information obtained enables managing directors to align with emerging paradigms, and effectively direct resources for retention and loyalty, and to attract customers by meeting their expectations at different stages of interaction with the institution.
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