Service Quality in UAE Higher Education Institutions (HEIs): A Comparative Analysis in Students’ Perspective

Abstract

The education service can be described as a high contact, consumer and people based service. With the changes in customer education and the job market, the market for unconventional courses is increasing. So no marketer can afford to ignore these markets. As the education service is intangible, inseparable and perishable, certain implications exist for marketing. Service quality is not consistent for all customers or even a single customer at all times. So the marketers’ job becomes tough. They are required to ensure that these features of the education services are better utilized to meet the varying needs of the customers.