FRIDAY 9 JULY

2.15 PM – PAPER SESSION
PRESENTER: CLARE CHUA

Perception of Quality in Higher Education

Clare Chua

School of Business Management, Ryerson University, 125 Victoria Street,

Toronto, Ontario, Canada M5B 2K3, email cchua@ryerson.ca

Most of the quality models that are commonly practiced in the business world have been adapted and used in the education sector. In this paper, we proposed to look at the quality issue in higher education from the marketing perspective, that is, to first understand the customers’ needs via their perception of quality. The aim of our paper is to assess the quality attributes of higher education from various perspectives, namely from parents, students, faculty and employers. We then classified these quality attributes using the Input-Process-Output framework. With the information obtained from our study, we suggest an integrated approach that will encompass a variety of quality practices to manage quality issues in higher education. The bottom line is to improve quality in education.