The dimensionality of university service: a marketing approach

Abstract

This contribution sets out to adopt a holistic vision of university services via the presentation of a conceptual and methodological framework that is basedon its definition as a complex construct integrating dimensions such as teaching, support of teaching and learning, supplementary services for education, supplementary services of social nature, recreational services and non-academic and other supplementary services. The empirical research focused on the preparation of a measurement tool to quantify quality of university services as perceived by the students. Said questionnaire was applied to a sample of students at a Spanish university, which lead us to obtain data that confirmed the formulated hypothesis and the suggested model. Thus it has been proven that students are capable of differentiating up to nine dimensions of university services. Said results imply the need to improve the quality of all such service dimensions.