DYNAMICS OF QUALITY IN HIGHER EDUCATION IMPLICATIONS OF CUSTOMER SATISFACTION ON RANKING OF PRIVATE UNIVERSITIES
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Date
2013
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UMT, Lahore
Abstract
Better ranking as a measure of marketability is the prime need of private universities of Pakistan, in order to survive against the well-established public universities. The exponential expansion of higher education does not mean that all higher education institutions will sustain. The sustainability requires continuous improvement in services. Quality Assurance is a system to deal with issues related to development and improvement in higher education. Both, quality assurance and ranking of universities are emerging phenomena in Pakistan after the establishment of Higher Education Commission (HEC). Private universities are in initial stage of responding to these calls. They are taking retrospective measures for quality assurance, unmindful of the basic ingredient of quality, i.e. customer satisfaction. The concept of customer satisfaction cannot be separated from the quality of service of higher education, because private universities operate as business entities and compete for profit. The retention of loyal customers is crucial for independent revenue generation and sustenance of these higher education institutions.