Role of information of service quality in formation of behavioural intention among students: empirical analysis in university settings

Abstract

The higher educational institutions operate in more competitive environment hence it is essential for them to be more service oriented. In a growing economy like India, where higher education institutions are struggling to match international standards, there is a dire need for Indian universities to improve the quality of services aiming to match global standards. The present study tries to contribute service quality literature in the higher education context by proposing a model to test the relationship between the dimensions like academic aspects, non-academics aspects, reliability and empathy with regards to behavioural intentions. Finings suggests that service quality has positive impact on behavioural intentions. Students who are well informed due to universities' efforts in marketing communication and its relevant attributes are very vocal about the non-academic aspects of service quality. The study proposes the relationship with dimensions of HEdPERF in service quality to link intentions of students.