SERVICE QUALITY AND CUSTOMER SATISFACTION IN HIGHER EDUCATION IN PAKISTAN

Customer service and quality are driving forces in the business community. As higher education institutions strive for better service quality, the assessment of educational service quality is required to provide feedback. This study analyzes the relationship between service quality and its dimensions that lead to customer satisfaction in higher education. The sample was drawn from 22 different universities of Pakistan. The study shows that the customer satisfaction is significantly related to reliability and assurance, whereas responsiveness, empathy and tangibility are less significant.