Students climbing a staircase of books towards a welcoming university building.

Is Your University Delivering? How Service Quality Impacts Student Success

Jordan Keane in Mind & Education August 2025 • 4 min read.

"Unlock the secrets to a thriving academic environment: exploring how universities can boost student satisfaction and loyalty through superior service quality."

In today's competitive academic landscape, universities are under increasing pressure to not only provide exceptional educational experiences but also to ensure high levels of student satisfaction. The rise of student mobility and the accessibility of global education options mean that students are now more discerning than ever. They are not just looking for a degree; they seek a holistic experience that supports their academic, personal, and professional growth.

This shift towards a consumer-oriented mindset requires universities to prioritize service quality as a critical differentiator. Service quality, in this context, refers to the overall excellence and superiority of the services provided by the institution, as perceived by the students. It encompasses various dimensions, including the academic aspects, non-academic support, reliability, and empathy demonstrated by the university staff.

But what aspects of service truly resonate with students, and how do these perceptions influence their behavior? Moreover, how can universities effectively communicate their service offerings to attract and retain students in an increasingly crowded marketplace? These are the questions that this article aims to explore, drawing insights from recent research on service quality in higher education.

Decoding Service Quality: What Matters Most to Students?

Students climbing a staircase of books towards a welcoming university building.

Traditionally, when students assessed an educational institution, academic reputation and program quality took center stage. While these remain undeniably important, research indicates that the modern student considers a broader range of factors when evaluating their university experience. These factors collectively contribute to their perception of overall service quality.

A framework gaining traction in higher education is the HEdPERF model, which identifies key dimensions of service quality:

Academic Aspects: The quality of teaching, curriculum, faculty expertise, and learning resources.
Non-Academic Aspects: Encompasses administrative support, facilities, infrastructure, and overall campus environment.
Reliability: The university's ability to deliver services consistently and accurately.
Empathy: The extent to which the university demonstrates care, understanding, and personalized attention to students.

Studies reveal that these dimensions significantly influence student satisfaction, loyalty, and word-of-mouth referrals. Universities excelling in these areas are more likely to cultivate a positive student experience, leading to increased retention rates and a stronger brand reputation.

Turning Insights into Action: Strategies for Universities

For universities seeking to elevate their service quality and enhance student success, the implications are clear. By prioritizing the dimensions of service quality that resonate most with students—academic excellence, robust non-academic support, unwavering reliability, and genuine empathy—institutions can foster a thriving environment that attracts and retains top talent. This proactive approach not only benefits students but also strengthens the university's reputation, paving the way for long-term success in an increasingly competitive landscape.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

This article is based on research published under:

DOI-LINK: 10.1504/ijsem.2018.095614, Alternate LINK

Title: Role Of Information Of Service Quality In Formation Of Behavioural Intention Among Students: Empirical Analysis In University Settings

Subject: Strategy and Management

Journal: International Journal of Services, Economics and Management

Publisher: Inderscience Publishers

Authors: Dharmesh D. Gadhavi, Jayesh D. Patel, Yupal S. Shukla

Published: 2018-01-01

Everything You Need To Know

What is meant by 'service quality' in the context of universities, and why is it becoming more important?

In a university setting, 'service quality' refers to how students perceive the excellence of the services provided by the institution. It's becoming more critical due to increased student mobility and access to global education, meaning students are now more discerning consumers. They seek holistic experiences that support academic, personal, and professional growth, leading universities to prioritize service quality as a key differentiator to attract and retain students.

Beyond academics, what other factors influence a student's perception of service quality at a university?

While academic reputation and program quality remain important, modern students evaluate a broader range of factors. These include non-academic support (administrative services, facilities, and campus environment), reliability (consistent and accurate service delivery), and empathy (care, understanding, and personalized attention from university staff). These elements collectively shape the student's overall perception of service quality.

What is the HEdPERF model, and how does it relate to service quality in higher education?

The HEdPERF model is a framework used in higher education to identify key dimensions of service quality. It includes academic aspects (teaching quality, curriculum, faculty expertise, learning resources), non-academic aspects (administrative support, facilities, campus environment), reliability (consistent service delivery), and empathy (care and personalized attention). This model helps universities understand and measure the specific areas that most significantly influence student satisfaction and loyalty.

How can universities use the HEdPERF model to improve student retention and strengthen their brand reputation?

By prioritizing the dimensions identified in the HEdPERF model, universities can enhance student satisfaction and loyalty. Focusing on academic excellence, providing robust non-academic support, ensuring unwavering reliability, and demonstrating genuine empathy creates a thriving environment. This proactive approach leads to increased student retention rates and a stronger brand reputation, contributing to long-term success in a competitive market. Missing in the HEdPERF model is a way to measure how to improve these areas. For that universities can look to SERVQUAL framework to identify gaps in quality.

What are the potential long-term benefits for universities that prioritize and excel in delivering high service quality?

Universities that prioritize and excel in service quality are likely to experience several long-term benefits. They can attract and retain top talent, cultivate a positive student experience, increase retention rates, and strengthen their brand reputation. This proactive approach not only benefits students but also paves the way for sustained success and a competitive edge in an increasingly crowded academic landscape. Additionally, positive word-of-mouth referrals from satisfied students can significantly enhance a university's standing and appeal. It is also important to consider the cost of providing a better service. Service tradeoffs should be considered to ensure that overall the university benefits from it.