Purpose – The Purpose of this paper is to explore the critical research issues in terms of service quality in higher education.
Design/methodology/approach – The paper critically examines a number of leading studies in satisfaction, service quality, and higher education.
Findings – The paper finds five critical research agenda in the field of service quality in higher education sector.
Research limitations/implications – The paper shows the research gaps of service quality in higher education through a review of literature. Future research should empirically address those gaps.
Practical implications – The growth of service quality literature started with commercial enterprises. Later, it is expanded in the management and marketing of higher education sector. Measuring and modeling service quality in higher education is new. The paper shows the nature and future directions of service quality research in higher education.
Originality/value – The research issues developed for this paper are relevant to antecedents, dimensions and consequences of service quality in the context of higher education.