Service quality, customer satisfaction, and customer behavioral intentions in higher education

In a competitive market, satisfaction with services may make the difference (Kerlin, 2000; Zeithaml 2000; Parasuraman, Zeithaml and Berry 1996). Satisfaction may influence a student's desire to attend or defect various higher educational institutions. Private colleges are advised to include service quality assessments in their efforts to be accountable for the effectiveness of their services (Kerlin, 2000).; This research posits that there is a significant correlation between perceived service quality, student satisfaction and behavioral intentions in a higher educational setting. Utilizing SERVQUAL (two-column format), the research presents the statistical analysis and findings from the sample respondents of Southern Wesleyan University's (private) and Western Michigan University's (public) students.; The research revealed that students expect prompt service, appealing classrooms and campuses with modern classroom facilities and equipment. Some students place more emphasis on faculty and administrators' willingness to help students and maintaining error-free records. This research offers two considerations:; First, alter the perceptions of students through freshman orientation sessions or a discussion of expectations at the first class of each course. Universities would be managing student's expectations to reduce the gap between expectations and perceptions of university performance. The research posits that this option should increase student satisfaction with the university and enhance retention.; Second, alter the perceptions of faculty and administrators through training and communicating the impact their behavior and involvement have on student's perceived service quality, student satisfaction, and behavioral intentions. The research revealed that students expect faculty and administrators to be willing to help students as a common courtesy. The importance of “a willing to help” attitude should be another focus point in the training programs. In today's competitive environment, university students expect to be treated like consumers, rather than students.