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Expectations as the basis for predictive segmentation of university service quality

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Abstract

In the service sector in general and in the increasingly competitive area of education in particular, it is now being suggested that supply must be as closely adapted to the market as possible. The design of such strategies must be based on recognition and understanding of different market demands and needs. This work emphasises the use of student expectations as a subjective criteria to identify variety of demand in the context of university teaching. We offer proposals on the best way of evaluating the expectation concept based on the different approaches in the literature and we show how they can be used to analyse the different groups of students studied explaining the essential attributes for achieving the degree of service quality perceived by each group.

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Fuentes, M., Gil, I., Berenguer, G. et al. Expectations as the basis for predictive segmentation of university service quality. Int Rev on Public Marketing 4, 47–64 (2007). https://doi.org/10.1007/BF03180754

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Key Words

  • Expectations
  • segmentation
  • service quality
  • university students